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Key Marketing Trends to Drive Customer Engagement

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CPG marketers face increasing consumer expectations with instant access to information and the ability to connect from anywhere. Luckily, the top challenges for CPG marketers are also their biggest opportunity. During this session, we will dive into Salesforce recently released State of Marketing Report and Consumer Goods and the Battle for B2B and B2C Relationships to learn more about the key marketing trends that will help brands own their customer experience in the year ahead.

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Key Marketing Trends to Drive Customer Engagement

  1. 1. State of Marketing Insights and trends from over 4,100 marketing leaders worldwide Blake Miller Senior Director, Product Marketing @bblakemiller
  2. 2. Survey Demographics "State of Marketing," Salesforce Research, December 2018. 900 1,400 601 1,200
  3. 3. Marketers surveyed include B2B, B2C, and B2B2C teams Breakdown of Marketing Performance Levels Underperformers moderately or less satisfied with their overall marketing performance and the outcomes of their marketing investments High performers completely satisfied with their overall marketing performance and the outcomes of their marketing investments Moderate performers all other marketers 69% 16%15% "State of Marketing," Salesforce Research, December 2018.
  4. 4. 54%of high-performing marketing teams lead customer experience initiatives across the business * “State of the Connected Customer,” Salesforce Research, June 2018. "State of Marketing," Salesforce Research, December 2018. Connected Customers Demand Intelligent Journeys Marketers contend with customers’ ever-rising standards 80%of customers say the experience a company provides is as important as its products and services*
  5. 5. Engaging with customers in real time Optimizing the marketing mix for best return Modernizing tools and technologies Creating a shared, single view of customers across business units Unifying customer data sources Real-time Customer Engagement is Marketers’ Top Priority Marketers contend with customers’ ever-rising standards "State of Marketing," Salesforce Research, December 2018. 1 2 3 4 5 Top Marketing Priorities 49%of marketing leaders believe they provide an experience completely aligned with customer expectations
  6. 6. Engaging with customers in real time Adopting and effectively using new marketing technologies Budgetary constraints Creating a shared, single view of customers across business units Creating a cohesive customer journey across disparate channels and devices Real-time Customer Engagement is Marketers’ Top Challenge Marketers contend with customers’ ever-rising standards "State of Marketing," Salesforce Research, December 2018. 1 2 3 4 5 Top Marketing Challenges 49%of marketing leaders believe they provide an experience completely aligned with customer expectations
  7. 7. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
  8. 8. Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. Top Marketing Teams Operate as a Unified Front 65% of marketing leaders say all team members within their organization share common goals and metrics 62%say individuals and teams are more aligned with each other than ever before High Performers Moderate Performers Underperformers 49% 63%65%
  9. 9. Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. Top Marketing Teams Operate as a Unified Front 65% of marketing leaders say all team members within their organization share common goals and metrics 45%say marketing leads customer experience initiatives across the business High Performers Moderate Performers Underperformers 31% 45% 54%
  10. 10. Percentage of Marketers Who Say They Do the Following with Advertising Teams Ad Teams No Longer Operate in Silos Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. 93%of high performers have integrated marketing and advertising technology stacks (compared to 69% of underperformers) Have integrated technology stacks Share common goals and metrics Collaborate on the evaluation and purchase of technology Share the same brand and/or creative teams Share a common budget Build budgets together in a single process 87% 61% 55% 52% 49% 48% Share a single departmental head 46%
  11. 11. Marketing Working Intimately With Other Teams Marketing becomes the Cross-Functional Glue of Customer Experiences "State of Marketing," Salesforce Research, December 2018. 50%of marketing and commerce teams share common goals and metrics 52%of marketing and sales teams share common goals and metrics 53%of marketing and service teams share common goals and metrics
  12. 12. Percentage of Marketers Who Say They Do the Following with Service Teams Marketing and Service Teams Are Bridging Gaps Along the Customer Journey Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. High Performers Moderate Performers Underperformers 56% 52% 50% 53%Share common goals and metrics rate of increase since 2017 in suppression by of messages to customers with open service issues 21%
  13. 13. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
  14. 14. New realities up the ante for data unification "State of Marketing," Salesforce Research, December 2018. Data Sources Proliferate as Marketers Seek to Understand Customers and Prospects 47%of marketers say they have a completely unified view of customer data sources Median Number of Data Sources Used by Marketing Organizations 10 12 15 2017 2018 2019
  15. 15. Marketers Turn to a Hodgepodge of Technologies to Solve for Customer Identity New realities up the ante for data unification "State of Marketing," Salesforce Research, December 2018. 1.7Xmore likely to consider the ability to solve for unique identities as a critical marketing technology requirement High Performers vs. Underperformers Most Common Technologies Used for Customer Identity Purposes Marketing database Customer relationship management (CRM) system Email service provider (ESP) Data management platform (DMP) Customer data platform (CDP) 1 2 3 4 5 6 7 Homegrown solution Marketing automation platform
  16. 16. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
  17. 17. Percentage of Marketing Organizations Using Artificial Intelligence (AI) AI & Other Technologies Broaden Marketers’ Toolkits AI and trust underpin customer experiences 40% 30% 15% High Performers vs. Underperformers 2.7X More likely High Performers Moderate Performers Underperformers more likely than others to claim major improvement from personalization on their overall program 9% Marketers using AI are 29%Artificial Intelligence (AI) "State of Marketing," Salesforce Research, December 2018.
  18. 18. Percentage of Marketing Organizations Using Voice-activated personal assistants (e.g., Alexa, Siri) AI & Other Technologies Broaden Marketers’ Toolkits AI and trust underpin customer experiences 49% 31% 16% High Performers vs. Underperformers 3.0X More likely High Performers Moderate Performers Underperformers 32%Voice-activated personal assistants (e.g., Alexa, Siri) 44% rate of increase in marketers’ adoption of AI since 2017 "State of Marketing," Salesforce Research, December 2018. Note: 2017 data is based on responses of “currently use extensively” on a four-point scale, whereas 2018 data is based on responses of “currently use” on a three-point scale.
  19. 19. The average marketer with AI currently uses it two different ways, but plans to use it an additional four ways by 2020. AI and trust underpin customer experiences "State of Marketing," Salesforce Research, December 2018. Marketers Are Experimenting With AI In a Variety of Ways Personalized overall customer journeys Dynamic landing pages and websites Offline/online data experience facilitation Programmatic advertising and media buying Real-time next best offers Predictive journeys Improved customer segmentation Automated social and messenger app interactions +257% Average Use, Planned Use, and Projected Growth of AI Use Cases Personalized channel experiences two-year growth Currently use Plan to use within two years Base: Marketers currently using AI or planning to use AI. 22% 57%
  20. 20. of marketers say their brand goes beyond regulations and/or industry standards to protect and respect customer privacy AI and trust underpin customer experiences "State of Marketing," Salesforce Research, December 2018. Marketers Take Trust and Privacy to Heart, but Some Struggle to Deliver 7.1Xmore likely to be completely satisfied with their ability to balance personalization with privacy High Performers vs. Underperformers 44%
  21. 21. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
  22. 22. Marketers No. 1 Challenge Real-time customer engagement Conversations with customers are the goal, but remain elusive "State of Marketing," Salesforce Research, December 2018. Marketers Strive for Real Time Engagement Across Channels 28% of marketers are completely satisfied with their ability to engage customers across channels at scale Social* IoT Video Advertising Brand Building Email Affiliate marketing Social* Upselling Social* Customer communities Paid search/SEM Lead Generation Customer communities Email Social* Customer Retention Customer communities Social* Email Customer Acquisition Customer communities Social* Email Customer Advocacy Website Marketers No. 1 Priority Real-time customer engagement
  23. 23. Access to Consumer Data Is Integral to Accelerating Innovation and Time to Market, Yet … VOLUME OF CONSUMER DATA CG LEADERS CAN ACCESS AND CONTROL VIA INDIRECT CHANNELS 41% can access a moderate amount or less of data from indirect sources 10% 50% 31% 8% All consumer data Extensive consumer data Moderate consumer data Minimal consumer data No consumer data (2%)
  24. 24. 29% currently use 37% plan to use within the next 12 months … Access to Data Is Key to the AI Revolution Source: ”State of Marketing Report: Trends in Retail and Consumer Goods, Fifth Edition,” Salesforce Research, March 2019 RCG MARKETERS WHO USE OR PLAN TO USE AI RCG MARKETERS WHO USE OR PLAN TO USE VOICE-ACTIVATED PERSONAL ASSISTANTS +176% projected two-year growth rate of AI 25% currently use AI 45% plan to use AI within the next two years +127% projected one-year growth rate of voice activated personal assistants
  25. 25. Personalization Is at the Heart of Customer Expectations Source: “Trends in Customer Trust,” Salesforce Research, 2018 84% of customers say being treated like a person, not a number, is important to winning their business PERCENTAGE OF CUSTOMERS WHO SAY THE FOLLOWING ARE VERY IMPORTANT TO WINNING THEIR BUSINESS CONNECTED PROCESSES UNDERSTANDING HOW THEY USE PRODUCTS / SERVICES 75% 69% 63% INSTANT, ON-DEMAND ENGAGEMENT 76% 69% 61% 75% 66% 53%
  26. 26. The Secret Is Balancing B2B and B2C Relationships CG Leaders’ Top Objectives for Working with Channel Partners CG Leaders’ Top Objectives for Investing in D2C Sales Ensure product availability 1 Capture new data 2 Maintain in-store merchandising compliance 3 Grow revenue 1 Gain consumer insights and first-party data 2 Deepen consumer relationships 3
  27. 27. CG Leaders Plan to Adjust Financial Investments to Improve Both B2B and B2C Operations in the Future The two biggest areas of planned investment over the next three years are first-party consumer data and digital customer service support 82% plan to increase 82% plan to increase 74% plan to increase 14% plan to decrease 16% plan to decrease 18% plan to decrease First-party consumer data Digital customer service support Second-party consumer data Phone support TV ads Direct mail
  28. 28. CG Companies Must Tell a Cohesive, Multichannel Brand Story to Highlight Company Values 76% of CG leaders believe their company is completely transparent about their business practices 62% of CG leaders are more concerned now about supply chain transparency than they were a year ago 52% of CG leaders believe it is difficult for CG companies to tell a cohesive brand story
  29. 29. Salesforce Research Reports Text “Trust” to 56237 Trends in Customer Trust State of Connected Customer Text “Connected” to 38767 State of Marketing Text “Report” to 38767 Digital Advertising 2020 Text “Ads” to 38767

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