Presenter: Blake Miller, Director, Product Marketing, Salesforce Marketing Cloud Blake Miller, Director of Product Marketing, Salesforce Marketing Cloud, has 20-years of experience working in media and internet industries, primarily in product development, sales and marketing. For the last decade, he has been focused on email marketing and advertising technology, helping brands create 1-to-1 marketing at scale. Prior to joining Salesforce, he previous worked at ESPN and CareerBuilder. He has an MBA from DePaul and BA from Baylor.

1. State of Marketing
Insights and trends from over 4,100 marketing leaders worldwide
@bblakemiller
Blake Miller
Senior Director, Product Marketing

2. Survey Demographics
"State of Marketing," Salesforce Research, December 2018.
900
1,400
601
1,200

3. Retail and consumer goods
13%
Financial services
11%
Technology
9%
Manufacturing
8%
Healthcare and life sciences
7%
Communications and media
6%
Engineering, architecture,
construction, real estate
5%
Professional services
5%
Automotive
4%
Travel, transportation,
and hospitality
11%
Other
Survey Demographics: Industry
22%
“State of Marketing,” Salesforce Research, December 2018.

4. “State of Marketing,” Salesforce Research, December 2018.
Small (21-100 employees)
63%
Medium (101-3,500 employees)
17%
Enterprise (3,500+ employees)
Company Size
24%
Business-to-business (B2B)
37%
Business-to-consumer (B2C)
39%
Business-to-business-
to-consumer (B2B2C)
Company Type
Survey Demographics: Company Size and Type
21%

5. 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.

6. 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*

7. 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

8. 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

9. "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

10. 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%

11. 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%

12. 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%

13. 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

14. 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
Percentage of Marketers Who Say They Do the Following with Service Teams
rate of increase since
2017 in suppression by of
messages to customers
with open service issues
21%

15. Marketing Becomes the Cross-Functional Glue
of Customer Experiences
“State of Marketing,” Salesforce Research, December 2018.
Percentage of Marketers
Who Share Common Goals
and Metrics with the Following
Commerce Teams
44%
51%
Sales Teams
53%
Service Teams
53%
RETAIL AND CONSUMER GOODS | 890 Marketing Professionals
of marketers who say marketing leads customer
experience initiatives across their business
of marketers say
marketing and advertising
have integrated
technology stacks
88%

16. "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. 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

18. 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

19. “State of Marketing,” Salesforce Research, December 2018.
Top DMP Use Casesof marketers report having a completely unified
view of customer data sources
Marketing analytics and advertising
performance measurement
49%
1
Content personalization2
Media buying and optimization3
New Realities Up the Ante for Data Unification
Median Number of Data Sources Used by
Marketers to Target Customers/Prospects
2017 2018 2019
10 12 16
Percentage of Marketing Teams Using Second-Party Data
2017
2018
55%
68%
RETAIL AND CONSUMER GOODS | 890 Marketing Professionals

20. "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

21. 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.

22. 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%

23. “State of Marketing,” Salesforce Research, December 2018.
*Major or moderate improvement.
25%
29%
33%
44%
AI and Trust Underpin Customer Experiences
of marketers say
personalization improves
their overall marketing
program*
88%
of marketers use artificial intelligence (AI)
of marketers use voice-activated
personal assistants
of marketers feel challenged to balance
personalization with privacy
of marketers go beyond regulations/industry standards
to protect and respect customer privacy/rights
RETAIL AND CONSUMER GOODS | 890 Marketing Professionals

24. "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

25. 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

26. “State of Marketing,” Salesforce Research, December 2018.
of marketers say they engage customers in real
time across one or more marketing channels50%
Top Metrics Tracked
Revenue Growth1
Sales effectiveness2
Web traffic and/or analytics3
Marketing return on investment (MROI)4
Customer retention rates5
27%
Siloed
34%
Dynamic
40%
Duplicate
Percentage of Marketers
Who Describe Each
Channel’s Coordination
with Other Channels as...
RETAIL AND CONSUMER GOODS | 890 Marketing Professionals
Marketers Strive for Real-Time Engagement Across
Channels

27. 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