The document discusses marketing insights from a survey of 3,500 global marketing leaders. Key findings include:
1. Marketers continue struggling with gaining a single customer view and leveraging disparate data sources, which are made more difficult by new channels and elevated customer expectations of personalization.
2. While most marketers recognize the importance of coordinated journeys across channels, over half use identical broadcasts and only a quarter evolve messages.
3. High performers are much more likely than others to coordinate heavily across channels and evolve messages, and see significant benefits to customer loyalty, revenue, and other metrics from connected journeys.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include:
Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences.
This is a Visual eBook produced by @TopRank Online Marketing.
FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
How to Get Data Driven WITH YOUR CONTENT MARKETING
KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
FIND WORDS THAT HAVE VOLUME
TWEET OF THE DAY If no one is looking for your content, then no one will read your content.
GET KEYWORD IDEAS
USE THESE IDEAS TO CREATE BLOG TOPICS
JUST DON’T USE THE TYPOS
GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
PREDICTIVE SEARCH YOUR TOPICS
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it.
Content Marketing is Worthless if it Doesn’t Move the Needle
AGENCY
CLIENT
Grow traffic, generate leads, and increase revenue . . .
Improve Current Process and Content
BLOG
ITALIAN WAS FIRST LANGUAGE
OUR COPYWRITER FIXED THAT
Redevelop Content Strategy to Attract New Customers
CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
App re-skinners were ruining the site and causing havoc in the app store
APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
CONDUCT KEYWORD AND SEARCH RESEARCH
BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
BUILD LANDING PAGES
LOTS OF THEM
MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
CREATE CONTENT CALENDAR
Launch Posts and Distribute Like a Mofo
DISTRIBUTION PROCESS FOR EVERY POST
NETWORK AND LINK
BUILD AN OUTREACH LIST
LINKEDIN IS AMAZING
AGGREGATORS HELP!
TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS
696 LEADS IN 3 MONTHS
44% CONVERSION RATE
Has Leads, Will Nurture 3.4
NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!
7 Content Marketing Trends That Matter in 2017Jay Baer
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and his Convince & Convert Consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
The days of "Launch and See" are over. No longer will we exhaust our budgets and then find out if it was money well-spent. This is because the design process is getting smarter. Brian Massey will show you how data gathering during design will ensure your campaigns have high conversion rates and fast ROI on your spend. We're going to cover a lot of very important ground for digital marketers and business owners.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include:
Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences.
This is a Visual eBook produced by @TopRank Online Marketing.
FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
How to Get Data Driven WITH YOUR CONTENT MARKETING
KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
FIND WORDS THAT HAVE VOLUME
TWEET OF THE DAY If no one is looking for your content, then no one will read your content.
GET KEYWORD IDEAS
USE THESE IDEAS TO CREATE BLOG TOPICS
JUST DON’T USE THE TYPOS
GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
PREDICTIVE SEARCH YOUR TOPICS
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it.
Content Marketing is Worthless if it Doesn’t Move the Needle
AGENCY
CLIENT
Grow traffic, generate leads, and increase revenue . . .
Improve Current Process and Content
BLOG
ITALIAN WAS FIRST LANGUAGE
OUR COPYWRITER FIXED THAT
Redevelop Content Strategy to Attract New Customers
CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
App re-skinners were ruining the site and causing havoc in the app store
APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
CONDUCT KEYWORD AND SEARCH RESEARCH
BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
BUILD LANDING PAGES
LOTS OF THEM
MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
CREATE CONTENT CALENDAR
Launch Posts and Distribute Like a Mofo
DISTRIBUTION PROCESS FOR EVERY POST
NETWORK AND LINK
BUILD AN OUTREACH LIST
LINKEDIN IS AMAZING
AGGREGATORS HELP!
TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS
696 LEADS IN 3 MONTHS
44% CONVERSION RATE
Has Leads, Will Nurture 3.4
NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!
7 Content Marketing Trends That Matter in 2017Jay Baer
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and his Convince & Convert Consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
The days of "Launch and See" are over. No longer will we exhaust our budgets and then find out if it was money well-spent. This is because the design process is getting smarter. Brian Massey will show you how data gathering during design will ensure your campaigns have high conversion rates and fast ROI on your spend. We're going to cover a lot of very important ground for digital marketers and business owners.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
The Future of Marketing: How to Get Started With Inbound Marketingrickburnes
This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
This presentation offers insight into the art and science of romancing B2B industry influencers to collaborate, co-create and advocate content using leading influencer marketing tools. Presented at MarketingProfs B2B Forum 2016 by Lee Odden, TopRank Marketing.
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
Marketers think they've seen it all, but they are usually blind to the truths of customer needs. Here's how to move beyond data to get to real insights that will improve your marketing and build your business.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
The Art of Visual Content and the Science That Makes it Convert Uberflip
From infographics to presentations to eBooks, visual content can present complex ideas in a format that’s easy to digest and hard to ignore.
These highly engaging content assets not only generate awareness for your company in a crowded internet, but when delivered in the right content experience, can also transform that engagement into conversions.
In this presentation, we explore:
- Key characteristics of highly compelling visual content.
- How to create killer infographics, presentations and more.
- Visual content creation tips for both small businesses and large organizations.
- How to optimize the content experience to generate leads from your visual content.
Choosing easier. How businesses can improve the experience of choosing.TED Talks
Less is more. One of the biggest problems in today's world is choice overload. We all want customized experiences and products — but when faced with 700 options, consumers freeze up. Sheena Iyengar demonstrates how businesses (and others) can improve the experience of choosing.
Using Analytics To Solve The Right ProblemsHiten Shah
The challenge for designers is how to measure their design work to ensure that it’s solving the right problems—before the designs are implemented. Analytics are a powerful tool. But if you don’t understand the “why” behind the data, it’s not going to do you any good. This presentation is a crash course in how to measure the success of your work. You’ll learn how to think like a scientist, using a hypothesis-driven approach to design, and creating successful tests to help you improve your work through focused iteration.
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
The Future of Marketing: How to Get Started With Inbound Marketingrickburnes
This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
This presentation offers insight into the art and science of romancing B2B industry influencers to collaborate, co-create and advocate content using leading influencer marketing tools. Presented at MarketingProfs B2B Forum 2016 by Lee Odden, TopRank Marketing.
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
Marketers think they've seen it all, but they are usually blind to the truths of customer needs. Here's how to move beyond data to get to real insights that will improve your marketing and build your business.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
The Art of Visual Content and the Science That Makes it Convert Uberflip
From infographics to presentations to eBooks, visual content can present complex ideas in a format that’s easy to digest and hard to ignore.
These highly engaging content assets not only generate awareness for your company in a crowded internet, but when delivered in the right content experience, can also transform that engagement into conversions.
In this presentation, we explore:
- Key characteristics of highly compelling visual content.
- How to create killer infographics, presentations and more.
- Visual content creation tips for both small businesses and large organizations.
- How to optimize the content experience to generate leads from your visual content.
Choosing easier. How businesses can improve the experience of choosing.TED Talks
Less is more. One of the biggest problems in today's world is choice overload. We all want customized experiences and products — but when faced with 700 options, consumers freeze up. Sheena Iyengar demonstrates how businesses (and others) can improve the experience of choosing.
Using Analytics To Solve The Right ProblemsHiten Shah
The challenge for designers is how to measure their design work to ensure that it’s solving the right problems—before the designs are implemented. Analytics are a powerful tool. But if you don’t understand the “why” behind the data, it’s not going to do you any good. This presentation is a crash course in how to measure the success of your work. You’ll learn how to think like a scientist, using a hypothesis-driven approach to design, and creating successful tests to help you improve your work through focused iteration.
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!Razvan Gavrilas
Since the latest Real-time Google Penguin 4.0 everyone is wondering how to move forward with their link building strategy.
In this presentation, I'm sharing unique tips, creative strategies and case studies on how to Organically Build Links in a Post-Penguin Era.
Applying the SEO Tips and Strategies presented here will increase your Google Rankings - Safe and Fast!
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
How to Conversion Rate Optimize Like There's No TomorrowMichael Stricker
CRO Conversion Rate Optimization can be life and death for your web revenue. Learn 4 essential approaches to win competitively, bring targeted new prospects, diagnose sickly performance, and win with PageSpeed.
In these slides Gianluca Fiorelli presents how to create Buyer Personas, what tools and methods to follow for collecting qualitative and quantitative data, how to create an editorial calendar and project campaigns that can effectively target the Buyer Personas we individuated.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Secrets to building an actionable audienceMark Schaefer
14 experts reveal their secrets to building an actionable audience. Highlights from The Content Code, including Guy Kawasaki, David Meerman Scott, Anne Handley, Chris Brogan and Seth Godin.
Learn step-by-step how you can dramatically increase your audience of subscribers, leads, customers and fans by adding a few simple (and free) types of marketing strategies to the mix.
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.
3 Ingredients to Spice Up Your Content MarketingSemrush
Spice up your content marketing with just 3 ingredients! Discover how the art of rhetoric can help you to develop, commission and produce more effective, persuasive and exceptional content in a repeatable workflow.
In this presentation by Jonathan Crossfield, you'll discover:
- The three ingredients of exceptional and persuasive content
- How to generate original and powerful content ideas
- A five-step workflow from Ancient Greece that still works today!
You can also watch video version of the presentation here: www.semrush.com/webinars/3-ingredients-to-spice-up-your-content-marketing/
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
Successful marketers know how to use psychological principles to understand their customers, in order to deliver exactly what those customers need and want. All it takes is a little psychological insight, and you're ready for roll. Psychology is power, and applying the following principles to your business can define a whole new approach, and lead to more marketing success than you ever thought possible.
Marketing Revealed: How Retail and Digital Marketers Drive TransformationG3 Communications
View the full webcast here: http://rtou.ch/2kErvmS
Learn how more than 500 Retailer and Brand Marketing Leaders are trailblazing the way to a Marketing Revolution.
Key Marketing Trends to Drive Customer EngagementMediaPost
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.
Salesforce Research surveyed more than 2,300 global sales leaders to discover:
• The unifying goals, stumbling blocks, and success metrics for today’s sales teams
• How high-performing sales teams are evolving to stay ahead of the curve
• Areas where sales is doubling down to supercharge business in the next 12–18 months This report highlights sales trends in 2015, including the central role of sales teams in an integrated customer success platform.
Throughout the report, data is examined relative to sales performance to identify patterns for overall customer success.
Today’s buyers control the buying process far more than today’s vendors control the selling process — a phenomenon that affects both business-to-business and business-to-consumer marketers. Buyers seek the information they want online, on the Web and in social channels, as well as in that persistent nondigital venue commonly known as the real world. Today’s buyers are demanding. They expect sellers to know where they’ve been, what they’ve seen, what they’ve accepted or rejected — whether that behavior happened on their tablet, via their smartphone, or at the local branch office. Frankly, today’s marketers are struggling to keep up.
Optimizing marketing spend - How offliners can act like onlinersDaniel Zörnig, LL.M.
Over 60% of marketing managers in retail allocate their marketing spend based on gut feeling and too little based on insights! With our innovative, big data driven approach, stationary retailers can now measure and steer their marketing's profit impact a lot more like onliners. Want to learn more?
This is the presentation from our Exclusive Sydney CBD Event 7:30am August 24th 2017 as Industry Leaders shared their insights and thoughts on how to achieve scale and success with Social.
Todays top performing companies compete based on customer experience. Todays customers want a SMARTER customer service experience through their social channel of choice — one that is both FAST and PERSONAL. In fact, 64% of customers expect companies to respond and interact with them in real-time or they will take their business elsewhere.
What was covered?
* Social Customer Service & Crisis Management - How to offer a ubiquitous and robust service experience across social
* Social Listening - How to drive strategic decisions across your business based on customer and competitive insights
* Social Leads - How to generate Social leads for your sales team to nurture
* Command Centre - How to drive change and awareness within an organisation by making your internal stakeholders aware of everything that's happening on Social, Email, Web, Ads, Journeys and through Sales Leaderboards
At this exclusive event we learned how major brands are able to listen to their customers at scale, control communications in a crisis, and engage with their customers with personal service, in an instant... creating advocacy in this culture of immediacy.
Agenda:
* 7:30am Registration and Networking
* 8:00am Opening Remarks
* 8:05am Presentation: Adam Brown
* 8:45am Panel Discussion
* 9:05am Closing Remarks
* 9:15am Networking
Presenter
Adam Brown is Executive Strategist for Salesforce Marketing Cloud. He and his team deliver integrated social marketing strategy to customers and work with product teams to develop the best marketing products and solutions in the industry. Before joining Salesforce in May of 2013, Adam was Executive Director of Social Media at Dell, where he led the company’s consumer strategy around social media marketing, engagement and social commerce initiatives. Adam joined Dell in 2010 after spending four years creating and leading the Office of Digital & Social Media at The Coca-Cola Company.
The Truth About the Field Sales to Inside Sales Migration TrendVelocify
As featured in Harvard Business Review: Over the past several years, there has been strong anecdotal evidence to suggest that many sales organizations are increasing the size of their inside sales teams at the expense of their field sales organizations. Velocify commissioned Steve W. Martin, noted sales expert, college professor and contributor to Harvard Business Review to learn how extensive the migration is to inside sales and the reasons organizations are making the move.
In “The Trend Changing the Sales Landscape” whitepaper, you will learn:
- The magnitude of the shift to inside sales
- Factors driving the shift
- Most common challenges faced by sales leaders and how different sales models can help overcome those challenges
- Potential obstacles to successfully starting a new inside sales team
Discover the truth about the field to inside sales migration.
Marketing disruption: Five blind spots on the road to marketing's potential -...Bertrand Barbet
“Disruption” has become a blanket term to encapsulate the massive changes affecting businesses. But the term’s overuse and broadness have obscured what really matters to marketing. Often missing in the debate is a clear-eyed look at the causes of disruption to help marketers make better decisions regarding what to do about them.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. State of Marketing 2
About This Report
In our fourth annual “State of Marketing” report,
Salesforce Research surveyed 3,500 marketing
leaders worldwide to explore how:
• Customer experience continues to
reshape the marketer’s mindset
• Shifting priorities are sparking
organizational changes
• Technology, particularly AI, is raising the
bar for efficiency and personalization
Throughout this report, high-performing marketing
leaders are defined as those who are extremely
satisfied with the current outcomes realized as
a direct result of their company’s marketing
investment, as well as their overall marketing
performance compared to their competitors.
See page 3 for detailed performance information.
Data in this report is from a blind survey
conducted in April 2017 that generated 3,500
responses from full-time marketing leaders —
those holding a manager or higher leadership
role within their organization — in the U.S.,
Canada, Brazil, U.K./Ireland, France, Germany, the
Netherlands, Japan, and Australia/New Zealand.*
All respondents are third-party panelists (not
limited to Salesforce customers). Due to rounding,
not all percentage totals in this report equal
100%. All comparison calculations are made
from total numbers (not rounded numbers).
1,000
1,450
700
350
Salesforce Research provides data-driven insights to help
businesses transform how they drive customer success.
Browse all reports at salesforce.com/research.
* For further survey demographics, see page 48.
3. Salesforce Research
3State of Marketing
About This Report
Breakdown of Marketing Performance Levels
High-performing marketing teams represent 12% of the overall survey population. Marketers surveyed
include B2B, B2C, and B2B2C teams. For additional demographics, please refer to page 48.
76%
12%
Underperformers
are “slightly or not at all satisfied”
with the current outcomes
realized as a direct result of their
company’s marketing investment
12%
High performers
are “extremely satisfied” with the
current outcomes realized as a
direct result oftheir company’s
marketing investment
Moderate performers
either are “very or moderately
satisfied” with their current
outcomes realized as a direct
result of their company’s
marketing investment or are
“extremely satisfied” with it but
not with their marketing
performance compared
to their competitors
4. Salesforce Research
4State of Marketing
Table of Contents
Executive Summary...................................................................................................................................................... 5
Introduction: Customer Experience Is the Brand Battlefield................................................................................. 6
Marketers Move to Evolve Journeys, but Data Woes Linger....................................................................... 8
Shifting Priorities Spark Organizational Change........................................................................................... 14
Marketing Tech Makes Waves......................................................................................................................... 19
Marketing Embraces the AI Revolution......................................................................................................... 23
Last Look: What Makes Top Marketers Tick............................................................................................................... 26
Country Profiles............................................................................................................................................................. 27
Appendices..................................................................................................................................................................... 37
Survey Demographics.................................................................................................................................................. 48
01
02
03
04
5. 5State of Marketing
Salesforce Research
Executive Summary
Four Key Takeaways
Today’s companies compete
on the basis of customer
experience — and marketers
feel called to lead the charge.
But what does it take to
deliver a well-executed
customer experience?
A majority agree this is
the endgame, but progress
toward that goal runs
the gamut.
Here’s an overview of
how emerging marketing
channels, organizational
changes, and technologies
are disrupting the status quo.
On the path to delivering connected customer experiences, marketers continue to wrestle with gaining
a single view of the customer and leveraging data from different sources. The difficulty of gaining this
single customer view is compounded by elevated customer expectations and the tremendous growth of
newer marketing channels. While high-performing teams are better at coordinating marketing across
channels, a majority fail to evolve their message from one channel to the next.
Marketers Move to Evolve Journeys, but Data Woes Linger
(See page 8)
01
With the rising flood of available customer data, companies are rethinking everything from job roles to
how marketing functions in the broader organization. From account-based marketing to closer alignment
with customer service, top marketers are change agents staying ahead of the curve.
Shifting Priorities Spark Organizational Change
(See page 14)
02
Marketers expect that usage of marketing technologies — from IoT/connected devices to lead scoring
tools — will skyrocket over the next two years. High-performers tend to be heavier tech users, with most
reporting that their current tech stack aids collaboration, increases productivity, and drives a more
cohesive view of customer data. Top teams also cite data management platforms as the most essential
tool for 1-to-1 marketing across every touchpoint.
Marketing Tech Makes Waves
(See page 19)
03
Artificial intelligence (AI) is the leading technology where marketers expect the most growth in the next
two years. Internally, marketers view AI as a means of creating more efficiency in their operations. For
customers, most marketers see it as a way to get more from their data and ramp up personalization
without burdening their teams.
Marketing Embraces the AI Revolution
(See page 23)
04
6. State of Marketing 6
Introduction
Customer Experience Is the Brand Battlefield
Last year’s “State of Marketing” research
established customer experience as a significant
marketing focus. It’s common for today’s marketers
to look beyond the traditional marketing scope to
understand and influence customers’ interactions
with their company as a whole.
But beyond focusing on customer experience,
marketing leaders are now battling over it.
Customer experience is central to their go-to-
market strategy, in how they aim to win new
customers, and in how they’re keeping current
customers happy.
Although delivering a superior customer experience
requires attention from every facet of the business,
marketing leaders — particularly high performers —
feel they’re leading the charge. Almost two-thirds
of marketers say their team is leading customer
experience initiatives across the business. Among
top teams, that number rises to 89%.
Marketers Compete Based on Customer Experience
High-performing marketers are more likely to compete based on customer experience and to lead
those efforts across their company.
High performers Moderate performers Underperformers
2.0xmore likely
Marketing is increasingly competing
on the basis of customer experience
69%
86%
43%
Percentage of Marketing Leaders Who Strongly Agree
or Agree with the Following Statements
High Performers vs.
Underperformers
2.7xmore likely
Marketing is leading customer
experience initiatives across
the business
66%
89%
33%
68%of marketing leaders say their
company is increasingly competing on the
basis of customer experience.
7. Salesforce Research
7State of Marketing
Over the past 18 months, 64% of marketing
leaders say their company has become more
focused on providing a consistent experience
across every channel as a result of changing
customer expectations. This begs the obvious
question, “Why?”
The short answer is that customers increasingly
expect consistent, personalized experiences —
and their loyalty is on the line. This applies to
consumers and business buyers alike. While
more than half (52%) of consumers are likely
to switch brands if a company doesn’t make an
effort to personalize communications to them,
65% of business buyers say the same about
vendor relationships.*
Marketers have historically walked a thin line
between wanting to personalize communications
but not wanting to pry too far into customers’
personal data. But the tides are changing, and
consumers are more willing to trade data for
better experiences. Among Millennial consumers,
58% will share personal data in exchange for
product recommendations that meet their needs
(as will 52% of Gen X consumers). Business
buyers also want deeper relationships; 89%
expect companies to understand their business
needs and expectations.*
Customers Will Walk If Experiences Aren’t Personalized
In a separate study of over 7,000 consumers and business buyers worldwide, a majority of
customers said they would switch brands or vendors if communications weren’t personalized.*
Introduction
Customer Experience Is the Brand Battlefield
* “State of the Connected Customer,” Salesforce Research, October 2016.
52%
of consumers are likely to switch
brands if a company doesn’t
personalize communications to them
65%
of business buyers are likely
to switch brands if a vendor
doesn’t personalize communications
to their company
8. State of Marketing
Salesforce Research
8
Marketers Move to Evolve Journeys,
but Data Woes Linger
In the quest to connect customer experiences,
marketers’ struggle with disparate data isn’t
a new issue — but it is a persisting one. As
marketing leaders continually strive to gain
a single customer view, customers’ elevated
expectations make this an increasingly complex
goal to reach.
For high-performing marketers, the central
challenges are obtaining a single view of the
customer and leveraging data from different
sources. For underperforming teams that
aren’t quite as far down this path, they struggle
more with foundational issues such as budget
restrictions and outdated technologies.
Marketers Continue to Battle Disparate Data
Marketers at all performance levels struggle to leverage data from different sources in their quest
to execute a connected customer experience.
01
Top Challenges Marketing Leaders Face in Creating a Connected Customer
Experience across the Customer Lifecycle by Performance Level
High Performers Moderate Performers Underperformers
1
2
3
Creating a shared, single
view of the customer
Budgetary
constraints
Difficulty leveraging data
from different sources
Insufficient internal
resources
Budgetary
constraints
Insufficient internal
resources
Difficulty leveraging data
from different sources
Budgetary
constraints
Difficulty leveraging data
from different sources
9. Salesforce Research
9State of Marketing
Marketers Move to Evolve Journeys,
but Data Woes Linger
Gaining a single view of the customer is a goal
made even more challenging by the frenzied
addition of marketing and communication
channels. Customers expect they can switch
between any connection — mobile browser,
mobile app, social, desktop, and so on — and
have a consistent brand experience. This
expectation has sent marketing into a tailspin
trying to cover it all. On average, marketing
leaders today say 34% of their budget is
spent on channels they didn’t know existed
five years ago — and they expect that to reach
40% by 2019.
Over the past two years, we’ve seen an explosion
in the use of newer channels like video
advertising, SMS, mobile apps, and native
advertising/sponsored content. The percentage
of both B2B and B2C marketers using video
advertising, for example, has risen by triple digits
over the last two years.
Despite its well-established presence in the
B2C marketer’s toolbox, email is still growing
at a significant rate. Email’s number two spot
indicates that marketers may be testing new
channels in conjunction with proven ones to find
combinations that work for their consumers.
Emerging Channels and Email Show High Growth
While video advertising tops both growth charts, B2C teams pump up their email efforts and B2B
teams double down on mobile and advertising on new platforms.
01
* B2B also includes respondents who identified as B2B2C.
This is a partial list. Please refer to the Appendix for complete data.
204%
two-year growth
197%
two-year growth
161%
two-year growth
147%
two-year growth
130%
two-year growth
Video advertising
SMS/text messaging
Mobile apps
Native advertising/
sponsored content
Advertising on
social platforms
141%
two-year growth
106%
two-year growth
103%
two-year growth
92%
two-year growth
81%
two-year growth
Video advertising
Email marketing
Mobile apps
SMS/text messaging
Native advertising/
sponsored content
Actual Channel Growth 2015–2017
B2CB2B*
10. 10State of Marketing
Over the past 12–18 months, 63% of all
marketers say their company has become more
focused on expanding marketing efforts across
channels and devices.
But for high-performing marketing teams,
channel discussions focus more on “how” than
“how many.” Driven by customers’ expectations
to be consistently recognized and remembered
across every interaction, top marketers pay special
attention to how they’re coordinating marketing
across channels, not just how many channels
they touch.
High performers are 12.8x more likely than
underperformers to heavily coordinate their
marketing efforts across these channels.
Channels included in the survey were email,
website, mobile (e.g., SMS, push notifications),
social media marketing, display/banner ads,
advertising on social platforms, organic search,
paid search, video advertising, and native
advertising/sponsored content.
Top Teams See Channel Coordination as Key
Creating a connected customer experience begins one channel at a time. High performers are
12.8x more likely than underperformers to heavily coordinate marketing efforts across channels.
Marketers Move to Evolve Journeys,
but Data Woes Linger01
Moderate performers
High performers
Volume of Channel Coordination by Performance Level*
Underperformers
43% 47%
16% 69%
3% 58%
11%
15%
38%
Heavy coordination Moderate coordination Minimal coordination
* Heavy coordination is defined as coordination across 10–11 of the channels defined.
Moderate coordination is defined as coordination across 4–9 of the channels defined.
Minimal coordination is defined as coordination across 0–3 of the channels defined.
11. Salesforce Research
11State of Marketing
Coordinating marketing across channels is easier
said than done. The gold standard for a customer
journey is that each subsequent message
builds on the customer’s actions to evolve
communications in a true 1-to-1 experience. But
the reality is marketers say only about a quarter
of their messages evolve from channel to
channel in this highly personalized way.
Most marketers say about half (51%) of their
campaign messages are identical broadcasts
from one channel to the next. This approach is
akin to the early days of email marketing, when a
“spray and pray” mindset was the norm. But with
customer expectations for personalization on the
rise, static messages can give the impression that
a company doesn’t see customers as individuals.
For example, if a customer has already purchased
a necklace via an email offer, but continues to
see the exact same necklace advertised on
social platforms, the customer could infer that
the company doesn’t know (or care) that she
already purchased the item and doesn’t value
her business.
High performers are twice as likely as
underperformers to evolve messages across
channels — but still only 43% currently do.
Leveraging customer data to deliver
hyper-relevant experiences takes a new level
of marketing intelligence, which section 4
covers in more detail (see page 23).
Marketers Move to Evolve Journeys,
but Data Woes Linger01
Most Marketers Broadcast Identical Messages across Channels
Most marketers say about half of their campaign messages are identical broadcasts
from one channel to the next.
Website
Email
Extent to Which Marketers Coordinate Messages
in the Following Channels with Other Channels
Social media marketing
Mobile marketing
Advertising on social platforms
Display/banner ads
Paid search
Organic search
Native advertising/sponsored content
Video advertising
Customer communities
51%29%
50%31%
51%27%
48%33%
54%25%
51%30%
53%25%
51%27%
53%28%
54%25%
49%29%
Identical messages are broadcast across channels
Messages evolve across channels based on customer actions
12. 12State of Marketing
Most marketers haven’t cracked the code on
creating ideal customer journeys — but not for
lack of trying. Sixty-seven percent of marketing
leaders say creating a connected customer
journey across all touchpoints and channels
is critical to the success of their overall
marketing strategy.
While the term “customer journey” was just
hatching a decade ago, it’s now top of mind —
and with good reason. The positive benefits
associated with customer journey efforts speak
for themselves. A staggering 91% of high
performers agree that a connected customer
journey across all touchpoints and channels
positively impacts customer loyalty. Another 89%
say the same for the impact on revenue growth.
But overall, only 23% of marketers are
extremely satisfied with their ability to
leverage customer data to create more
relevant experiences. To understand how
marketers expect personalization capabilities to
evolve over the next few years, see section 4.
Continued Attention to Journeys Yields Big Benefits
High-performing marketers overwhelmingly agree that a connected customer journey across all
touchpoints and channels is a boon to business, lifting everything from loyalty levels to revenue.
Marketers Move to Evolve Journeys,
but Data Woes Linger01
High performers Moderate performers Underperformers
2.1xmore likelyRevenue growth
2.1xmore likelyCustomer loyalty
71%
91%
43%
Percentage of Marketing Leaders Who Strongly Agree or Agree
That a Connected Customer Journey Positively Impacts the Following
High Performers vs.
Underperformers
2.2xmore likely
Customers’ willingness to recommend
products and services
2.1xmore likelyCustomer engagement
2.6xmore likelyCustomer churn rates
2.1xmore likelyCustomer satisfaction (CSAT) scores
71%
89%
42%
70%
91%
43%
70%
91%
42%
68%
88%
41%
65%
88%
33%
Salesforce Research
13. 13State of Marketing
Spotlight
Email’s Exponential Impact
Email lands a top-five place among channels
exhibiting the highest growth over the last two
years (83% growth). A closer look reveals the
impact of combining email with other channels.
The three biggest benefits cited are improved
awareness, higher rates of customer engagement,
and improved customer acquisition.
Email provides a window into customer behavior
— such as which emails they open, what device
they use, and which offers they redeem — making
it a natural candidate to leverage alongside
other channels to boost personalization and
engagement. While email plus other channels
can help reinforce a message and extend reach,
using the data available to evolve the message
can have a bigger impact. This is a missed
opportunity for most marketers who aren’t
evolving messages between email and other
channels based on customer behaviors or
actions. About half (51%) of the emails they
send are identical messages to what they’ve
broadcast in other channels.
Salesforce Research
13
Social media
marketing
Mobile
marketing
Organic and
paid search
Digital
advertising
Content
marketing
Website
+
=
IMPROVED
AWARENESS
IMPROVED
ENGAGEMENT
IMPROVED
CUSTOMER
ACQUISITION
“Email Plus” Equals Awareness, Engagement, and Acquisition
Combining email with a myriad of other marketing channels delivers exponential benefits.
Marketers report higher levels of awareness, engagement, and acquisition.
Top Three Benefits of Combining Email with Other Marketing Channels
14. State of Marketing
Salesforce Research
14
Shifting Priorities Spark Organizational Change
Marketers’ tectonic shift toward customer
experience is having a ripple effect on roles
within the marketing department. Over the past
12–18 months, 61% of marketers say they’ve
become more focused on evolving from a
traditional marketing structure to roles aligned
with a customer journey strategy. Recent years
have introduced a slew of new positions, ranging
from “customer experience analyst” to “lifecycle
marketing manager.”
Fifty-nine percent of marketing leaders say that
traditional marketing roles limit their ability to
engage customers. Top marketing teams are
more apt to recognize this need for organizational
change, and are 2.2x more likely to feel limited
by traditional roles.
Coincidentally, high performers are also 4.4x
more likely than underperformers to be satisfied
with their ability to engage customers across
channels at scale.
Marketing Roles Are Transforming to Reflect Customer Focus
High performers realize that traditional marketing roles may not meet heightened
customer demands, and are more likely to make the necessary changes.
02
High performers Moderate performers Underperformers
2.4xmore likely
Our business is aligning marketing
roles to a customer journey strategy
vs. traditional roles (e.g., by marketing
channel/function)
62%
89%
37%
Percentage of Marketing Leaders Who
Strongly Agree or Agree with the Following
High Performers vs.
Underperformers
High performers Moderate performers Underperformers
4.4xmore likely
Ability to engage customers
across channels at scale
60%
95%
22%
Percentage of Marketing Leaders Who Are
Extremely or Very Satisfied with the Following
High Performers vs.
Underperformers
89%of top teams are aligning
marketing roles to a customer journey
strategy.
15. Salesforce Research
15State of Marketing
Beyond influencing changes within marketing,
customer journey strategies are upending
marketing’s role in the broader business.
Sixty-four percent of marketing leaders
believe customer journey strategies require
organizational shifts — for example,
redefining how sales, service, and marketing
teams work together.
High performers are happier with the level of
collaboration between their marketing team and
other departments. They’re likewise 3x more
likely than underperformers to extensively use
CRM tools.
While 73% of marketers with a CRM system
use it for a shared customer view between their
service and sales teams, more than a quarter
don’t — creating a rift in how those teams view
their customer data, and ultimately hindering
their ability to drive a cohesive customer journey
across departments.
Marketing’s Place in the Broader Organization Is Also Shifting
Top teams are happier with the collaboration between marketing and other departments
(e.g., sales, service, IT).
Shifting Priorities Spark Organizational Change
02
60%
93%
25%
High Performers vs.
Underperformers
3.7xmore likely to say they’re extremely
or very satisfied with their
collaboration with other departments
High performers
Moderate performers
Underperformers
16. Salesforce Research
16State of Marketing
Digging deeper into the collaboration habits of
high performers, they’re at least twice as likely as
underperformers to align with sales teams in a
variety of ways. For top teams, this alignment
starts by being empowered to collaborate with
sales, sharing common goals and metrics, and
understanding how their efforts impact individual
accounts and customers.
Winning marketing teams keep close tabs on
their sales counterparts’ needs, and value two-
way communication. High performers are
2.2x more likely than underperformers to say
marketing consistently provides sales with quality
leads — and 2.1x more likely to say sales regularly
provides key insights that shape marketing efforts.
Top Marketers Align Closely with Sales Teams
Given that top teams’ number one challenge to creating a customer experience is getting a shared,
single view of the customer, the need for marketing and sales alignment is at a peak.
Shifting Priorities Spark Organizational Change
02
High performers Moderate performers Underperformers
2.2xmore likely
Marketing consistently provides
sales with quality leads
2.0xmore likely
I understand how marketing’s efforts
impact individual accounts/customers
70%
92%
45%
Percentage of Marketing Leaders Who Strongly Agree or Agree
with the Following Statements about Their Relationships with Sales
High Performers vs.
Underperformers
2.1xmore likely
Marketing and sales share
common goals and metrics
2.0xmore likely
Marketing and sales are
empowered to collaborate
2.1xmore likely
Sales regularly provides key insights
that shape marketing efforts
2.0xmore likely
Marketing understands what
sales needs to succeed
70%
90%
41%
69%
91%
45%
69%
91%
42%
68%
89%
45%
67%
91%
43%
2.1xmore likely
Marketing shares data insights
(e.g., channel usage, campaign
effectiveness)
67%
90%
42%
17. State of Marketing
Salesforce Research
Spotlight
Account-Based Marketing
Helps Personalize to B2B
Audiences
As previously stated, business buyers show even
higher expectations for personalization than
consumers. However, in a B2B marketing scenario
where your decision-maker is not an individual
but a group, how do you achieve that level of
personalization? This issue is one that account-
based marketing (ABM) aims to solve. ABM is
the practice of marketing and directing content
to targeted accounts, instead of a traditional
top-of-funnel approach.
The success of ABM hinges on a healthy
relationship between marketing and sales.
High-performing B2B* marketing leaders are
2.1x more likely than underperformers to be
aligned with sales on goals and metrics. They’re
also 2.1x more likely to understand how their
efforts impact individual accounts.
Top B2B marketers are 2.9x more likely to
extensively use data targeting and segmentation.
While data targeting is a foundation, it’s not as far
along the personalization spectrum as it could be.
Top teams are looking to emerging technologies
to move the needle. High-performing B2B
marketers who use or plan to use AI are 1.7x
more likely than underperformers to say it will
have a transformational impact on customer
segmentation/lookalike audience modeling.
B2B Marketers Take a Closer Look at Personas
Over the past 18 months, 60% of B2B marketers have become more focused on improving
audience segmentation and personas.
* B2B also includes respondents who identified as B2B2C.
High performers Moderate performers Underperformers
2.1xmore likely
2.1xmore likely
69%
93%
45%
Percentage of B2B Marketing Leaders Who
Strongly Agree or Agree with the Following Statements*
High Performers vs.
Underperformers
70%
92%
44%
60%
of B2B marketers say they’ve been
more focused on improving
audience segmentation and
personas over the past 18 months
I understand how marketing’s efforts
impact individual accounts/customers
Marketing and sales share
common goals and metrics
17
18. Salesforce Research
18State of Marketing
As with successful sales partnerships, high-
performing marketing and service teams align
to ensure a more consistent experience for
customers. Top teams are 2.2x more likely than
underperformers to alert service to special offers
and promotions — and 2.5x more likely to say
service alerts them to suppress marketing when
there’s a known issue.
Since a company’s brand is often defined as “the
sum of all conversations” happening, the role of
service in branding cannot be overstated. Most
service professionals, in fact, feel that service has
the largest impact on how customers perceive
their brand.* Regardless of whether marketing
agrees with that sentiment, the takeaway is that
brand reputation depends on collaboration
between these departments.
Thanks to the boom in social media, 65% of
marketers agree that customers broadcast
positive experiences more publicly than they
did five years ago (and 61% say the same
about negative experiences). To accommodate
changing customer behaviors, 64% of marketing
teams work in tandem with service to manage
social inquiries and issues.
Service and Marketing Unite for Consistent Customer Experiences
Top marketing teams are more than twice as likely as underperformers
to collaborate with their service counterpart.
Shifting Priorities Spark Organizational Change
02
High performers Moderate performers Underperformers
2.1xmore likely
Marketing and service collaborate
on a regular basis
66%
90%
42%
Percentage of Marketing Leaders Who Strongly Agree or Agree
with the Following Statements about Their Relationships with Service
High Performers vs.
Underperformers
2.2xmore likely
Marketing alerts service to special
promotions and offers
67%
87%
39%
2.3xmore likely
Marketing and service share
common goals and metrics
64%
89%
39%
2.4xmore likely
Service collaborates with marketing
to manage and respond to social
inquiries and issues
64%
88%
37%
2.5xmore likely
Marketing is suppressed when a
customer has an open service case
55%
81%
33%
* “State of Service,” Salesforce Research, January 2017.
19. State of Marketing
Salesforce Research
19
While marketing teams navigate organizational
change in the pursuit of a connected customer
experience, marketing technology plays a
prominent role behind the scenes. Marketers’
ability to orchestrate touchpoints in a journey
is as much a technology challenge as a
teamwork challenge.
In terms of performance levels, top teams are
4.3x more likely than underperformers to
extensively use a data management platform
(DMP) and 4x more likely to use a customer
identity and access management (CIAM)
platform. For more on DMP, see page 21.
Marketers anticipate the biggest growth in
technology to be in AI, which you can read
more about in section 4. Other foundational
technologies not among this top 10 — but
ranking high in overall usage — can be found in
the Appendix on page 37. For instance, 92%
of marketers will use marketing analytics and
91% will use a CRM system by 2019.
Marketing Tech Makes Waves
03
* This is a partial list. Please refer to the Appendix for complete data.
Emerging Tech Expected to Gather Speed in the Near Term
Over the next two years, AI and IoT/connected devices are expected to rack up the
highest growth in usage among marketers.
Percentage of Marketing Leaders Who Use or Plan to Use
the Following Tools or Technology over the Next Two Years*
Anticipated
YoY Growth
Currently use Plan to use
Data management platform (DMP) +28%
70% 19%
Guided selling +29%
68% 20%
Customer identity and
access management (CIAM) +30%
68% 20%
Mobile campaign management +30%
68% 20%
Marketing automation platform +31%
67% 21%
Social listening tools +31%
67% 20%
Internet of Things (IoT)/
connected devices +34%
66% 23%
Loyalty program platform +30%
66% 20%
Lead nurturing and scoring tools +30%
66% 20%
Artificial intelligence (AI) +53%
51% 27%
20. Salesforce Research
20State of Marketing
Marketing Tech Makes Waves
03
Leading teams also lean more heavily on an array
of marketing technology. High performers report
using, on average, 15 out of the 17 tools and
technologies included in this survey compared
to only eight for underperformers. This means
top teams are 14x more likely to be heavy tech
adopters. Even though top teams are using more
technologies, they’re making a greater effort to
ensure the end messages they’re sending
customers are more coordinated between
channels, as covered in section 1.
Zooming in on the specifics of their technology
stack, top teams’ current tools are significantly
more effective. For instance, high performers are
3x more likely than underperformers to say their
current tech stack is very effective at driving
collaboration across the business (e.g., sales,
service, and marketing). They’re also 2.4x more
likely to say their current tech stack is very
effective at increasing productivity.
High Performers Rely on Tech Stack for Collaboration and Productivity
Top marketers see better results from their current tools and technologies. More than eight out of 10
high performers say their current tech stack is very effective at achieving the following attributes.
* This is a partial list. Please refer to the Appendix for complete data.
Percentage Who Say Their Current Technology Stack
Is Extremely or Very Effective at Delivering the Following*
Moderate performersHigh performers Underperformers
Collaboration across the business
(e.g., across sales, service, and marketing)
3.0x
more likely
56%30% 88%
Collaboration across marketing functions
3.2x
more likely
27% 55% 88%
Increased productivity
2.4x
more likely
61%36% 86%
Better analytic insights
2.8x
more likely
31% 59% 86%
Improved marketing efficiencies
(e.g., automating tasks, etc.)
2.6x
more likely
32% 58% 86%
More efficient spending
2.4x
more likely
35% 58% 86%
More cohesive view of customer data
2.7x
more likely
32% 59% 85%
21. 21State of Marketing
Marketing Tech Makes Waves
03
With 1-to-1 marketing as the ultimate goal,
which technologies do marketers find essential
to achieving it? For survey purposes, 1-to-1
marketing was defined as marketing strategies
emphasizing personalized interactions with
customers to foster greater loyalty and better
return on marketing investment. Assessing overall
rankings, the top two that are most essential to
delivering this are CRM and marketing analytics/
measurement tools.
However, looking at performance level reveals
an interesting mix. Top marketers say the most
essential technology to achieving 1-to-1
marketing is a DMP, defined as a centralized
system for collecting, integrating, and managing
data from disparate sources. By comparison,
underperformers’ focus on data targeting and
segmentation implies they’re not as mature in
their 1-to-1 strategies.
Tools and Technologies Most Essential to 1-to-1 Marketing
High performers report that a DMP is their most essential technology for delivering personalized
customer interactions. Marketing analytics/measurement tools maintain a strong presence among
all performance groups.
Most Essential Tools and Technologies to Create
1-to-1 Marketing across Every Touchpoint
High Performers Moderate Performers Underperformers
1
2
3
Data management
platform
Marketing analytics/
measurement tools
Marketing analytics/
measurement tools
Social publishing tools
Data targeting and
segmentation
Marketing analytics/
measurement tools
Guided selling (e.g.,
opportunity ranking by potential
value, sales activity effectiveness)
Customer relationship
management system
Customer relationship
management system
22. 22State of Marketing
Salesforce Research
Spotlight
While Tech Makes Waves,
a Major Messaging Trend
Surfaces
The right technology can empower marketers
to drive 1-to-1 connections — but the tech itself
is still just a vehicle. The message that’s being
delivered matters more than ever.
Customers increasingly have opinions about
what a company stands for and how it behaves
as a corporate citizen. Recent research has shown
that 60% of consumers are likely to switch
brands if a company isn’t socially responsible*
and 80% of business professionals believe
companies have a responsibility to go beyond
profit to make an impact on society.**
This shift is why more marketers are talking
about purpose-driven marketing — defined in
the survey as any positioning that represents an
organization’s greater purpose and beliefs. For
examples, look no further than recent Super Bowl
ads from international brand giants.
Marketing, often the broadcasting voice of a
company, holds a unique position to navigate this
values-based positioning. In the last 18 months,
60% of marketing leaders say they’ve become
more focused on purpose-driven marketing.
Top marketers are 2.2x more likely than
underperformers to leverage purpose-driven
marketing to reflect the values of their company,
brands, and customers.
Barriers to Delivering Purpose-Driven Marketing
Purpose-driven marketing is on the minds of more marketers, but it brings its own challenges.
The main hang-up is that marketing leaders don’t want to risk sending a message that could
polarize their audiences.
1 We don’t want to risk putting out a message that polarizes our audiences
2 Unsure how to connect our values to our marketing strategy
3 Insufficient executive buy-in
Top Issues Hindering Marketing Teams from Delivering Purpose-Driven Marketing
* State of the Connected Customer survey, Salesforce Research, June 2016.
Data may or may not be represented in the “State of the Connected
Customer” report.
** Workforce Values and Equality survey, Salesforce Research, February 2017.
Data may or may not be represented in the forthcoming related report.
23. State of Marketing
Salesforce Research
23
It seems AI is making headlines across every
industry these days, and marketing is no
exception. In fact, AI is the leading technology
where marketers expect the most growth over
the next two years. Marketers anticipate AI use
will grow by 53% — a much higher rate than
any other tech types. As the new kid on the
block, AI is attracting attention for its emerging
and future marketing use cases.
About half (51%) of marketing leaders
are already using AI, with more than a
quarter planning to pilot it in the next two
years. Unsurprisingly, high performers lead
the way with 72% reporting current use. While
usage seems high for a tech type that’s still in
its infancy, AI has its roots in tactics like product
recommendations and predictive lead scoring,
which successful marketers have been using
for years.
Significant AI Growth Starts Now
High performers are ahead of the curve in their AI usage, but more than a quarter of overall
marketers (regardless of performance level) plan to begin using AI within a two-year timeframe.
Marketing Embraces the AI Revolution
04
50%
72%
32%
High Performers vs.
Underperformers
2.2xmore likely to say they’re currently
using artificial intelligence (AI)
Underperformers
Moderate performers
High performers
24. Salesforce Research
24State of Marketing
Growth in AI has been established — but what
are the particular uses where marketers think
AI will pack a punch? Over the next five years,
most marketers think AI will substantially
impact their capacity for improving efficiency
and advancing personalization (see chart).
Among marketers who already use AI, 64%
say it has greatly or substantially increased their
overall marketing efficiency.
A third area where marketers anticipate an AI
impact is surrounding customer experience
innovations. Fifty-seven percent of marketers
expect AI will substantially impact automated
social interactions using chatbots and
interfaces. Another 58% expect the same
impact on marketing via IoT-enabled products.
AI Expected to Transform Marketing Efficiencies and Personalization
Internally, marketers see AI as a means of creating more efficiency in their operations. In terms of
customer-facing benefits, most view AI as a way to get more from their data and personalize their
marketing without burdening their teams.
Marketing Embraces the AI Revolution
04
Hyperpersonalization of content 61%
Dynamic landing pages and websites 61%
Delivering the right message,
on the right channel, at the right time 61%
Programmatic advertising and media buying 60%
Predictive journeys 60%
Hyperpersonalized product recommendations 60%
Business insights across data and systems 59%
Digital asset management 59%
Productivity of marketers 59%
Campaign analytics 59%
Hyperpersonalization at scale 59%
Customer segmentation/
lookalike audience modeling 58%
Lead scoring 57%
Sentiment analysis 56%
Advancing
Personalization
Improving
Efficiency
Areas Where Marketing Leaders Expect AI Will Have a Substantial
or Transformational Impact on Their Business over the Next Five Years
57%of marketers using AI say it’s
absolutely or very essential in helping their
company create 1-to-1 marketing across
every touchpoint.
25. 25State of Marketing
A separate survey found that only 26% of
business leaders (including marketing, sales,
and service) have complete confidence in their
organization’s ability to define an AI business
strategy.* AI interest persists, but many are
grappling with what it means for their business.
And while AI is on the tip of marketers’ tongues,
roadblocks still exist.
The obstacles to executing an AI strategy
vary by performance level. Top marketers are
more likely to say their AI challenges include
customer privacy concerns or wrangling
data stored in separate systems. Meanwhile,
moderate and underperforming teams say
that their AI strategies are thwarted by budget
constraints and lack of internal skill sets.
Roadblocks on the Path to More Intelligent Marketing
While top marketing teams have privacy and data concerns around initiating AI, underperformers
lack a defined AI strategy and the skill sets to back it up.
Marketing Embraces the AI Revolution
04
Primary Roadblocks Marketing Leaders Face in Executing an AI Strategy
* AI Snapshot survey, Salesforce Research, February 2017.
High Performers Moderate Performers Underperformers
1
2
3
Customer privacy
concerns
Data is stored in
disparate systems
Customer privacy
concerns
Lacking the right
internal skill set
(e.g., too few data scientists)
Budgetary
constraints
No defined AI
business strategy
Lacking the right
internal skill set
(e.g., too few data scientists)
Budgetary
constraints
Budgetary
constraints
Salesforce Research
26. 26State of Marketing
Last Look
What Makes Top Marketers Tick
From connecting customer experiences and embracing organizational change
to pushing the boundaries of personalization with AI, high-performing marketers
stand out from the pack.
High Performers vs.
Underperformers
12.8xmore likely to heavily coordinate
marketing efforts across channels
Channel
Coordination
High Performers vs.
Underperformers
4.2xmore likely to be satisfied with their
ability to leverage customer data to
create more relevant experiences
Data
Integration
High Performers vs.
Underperformers
3.1xmore likely to extensively use
artificial intelligence (AI)
Artificial
Intelligence
High Performers vs.
Underperformers
2.4xmore likely to align marketing roles
to a customer journey strategy
Customer Journey
Alignment
28. State of Marketing
Salesforce Research
28
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
Country Profile
United States (600 Marketing Professionals)
78%
78%
69%
71%
70%
70%
Marketing Embraces the AI Revolution
say a connected customer journey across all touchpoints and channels
positively impacts revenue growth
say a connected customer journey across all touchpoints and channels
positively impacts customer loyalty
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
increasing productivity and delivering better analytic insights
1 2 3
Top Challenges in Creating a Connected Customer Experience
Insufficient internal
resourcesBudgetary constraints
Outdated tools/tech and
creating a shared, single
view of the customer
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Marketing analytics/
measurement tools
Customer relationship
management (CRM)
system
Data management
platform (DMP)
68%
of marketers say their current tech stack is extremely or very effective at providing a
more cohesive view of customer data and delivering more efficient spending
61%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Customer privacy
concernsBudgetary constraints
Lacking the right internal
skill set (e.g., too few data
scientists)
48%
of marketers say they use AI extensively or on a limited basis with another 25%
piloting or planning to use within two years
29. State of Marketing
Salesforce Research
29
Country Profile
Canada (400 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
69%
69%
57%
60%
55%
58%
Marketing Embraces the AI Revolution
say a connected customer journey across all touchpoints and channels
positively impacts revenue growth
say a connected customer journey across all touchpoints and channels
positively impacts overall customer engagement
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
increasing productivity
1 2 3
Top Challenges in Creating a Connected Customer Experience
Too many channelsBudgetary constraints
Difficulty leveraging data
from different sources
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Social publishing tools
Data management
platform (DMP)
Marketing analytics/
measurement tools
56%
of marketers say their current tech stack is extremely or very effective at
improving marketing efficiencies (e.g., automating tasks, etc.)
52%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
No defined business
strategy for AIBudgetary constraints
Customer privacy
concerns
49%
of marketers say they use AI extensively or on a limited basis with another 27%
piloting or planning to use within two years
30. State of Marketing
Salesforce Research
30
Country Profile
Brazil (350 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
84%
81%
75%
81%
73%
77%
Marketing Embraces the AI Revolution
say a connected customer journey across all touchpoints and channels
positively impacts customer loyalty
say a connected customer journey across all touchpoints and channels
positively impacts overall customer engagement
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
providing a more cohesive view of customer data
1 2 3
Top Challenges in Creating a Connected Customer Experience
Difficulty leveraging data
from different sourcesBudgetary constraints
Creating a shared, single
view of the customer
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Social publishing tools
Marketing analytics/
measurement tools
Data targeting and
segmentation
75%
of marketers say their current tech stack is extremely or very effective at
increasing productivity and improving collaboration across the business
67%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Customer privacy
concernsBudgetary constraints
No defined business
strategy for AI
49%
of marketers say they use AI extensively or on a limited basis with another 35%
piloting or planning to use within two years
31. State of Marketing
Salesforce Research
31
Country Profile
United Kingdom/Ireland (400 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
73%
73%
61%
60%
61%
63%
Marketing Embraces the AI Revolution
say a connected customer journey across all touchpoints and channels
positively impacts revenue growth
say a connected customer journey across all touchpoints and channels
positively impacts customer satisfaction (CSAT) scores
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
increasing productivity
1 2 3
Top Challenges in Creating a Connected Customer Experience
Difficulty leveraging data
from different sourcesBudgetary constraints
Creating a shared, single
view of the customer
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Marketing analytics/
measurement tools
Customer relationship
management (CRM)
system Social listening tools
58%
of marketers say their current tech stack is extremely or very effective at
delivering more efficient spending
53%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Customer privacy
concernsBudgetary constraints
Lacking the right internal
skill set (e.g., too few data
scientists)
48%
of marketers say they use AI extensively or on a limited basis with another 28%
piloting or planning to use within two years
32. State of Marketing
Salesforce Research
32
Country Profile
France (350 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
78%
67%
66%
66%
63%
Marketing Embraces the AI Revolution
say a connected customer journey across all touchpoints and channels
positively impacts customer loyalty
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
delivering better analytic insights
1 2 3
Top Challenges in Creating a Connected Customer Experience
Insufficient internal
resourcesBudgetary constraints
Difficulty leveraging data
from different sources
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Guided selling (e.g.,
opportunity ranking by
potential value)
Marketing analytics/
measurement tools Social listening tools
62%
of marketers say their current tech stack is extremely or very effective at
improving collaboration across marketing functions
61%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Customer privacy
concernsBudgetary constraints
It’s not a marketing
priority
60%
of marketers say they use AI extensively or on a limited basis with another 26%
piloting or planning to use within two years
74%
say a connected customer journey across all touchpoints and channels positively
impacts customers’ willingness to recommend their products and services
33. State of Marketing
Salesforce Research
33
Country Profile
Germany (350 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
68%
67%
57%
57%
61%
65%
Marketing Embraces the AI Revolution
say a connected customer journey across all touchpoints and channels
positively impacts customer satisfaction (CSAT) scores
say a connected customer journey across all touchpoints and channels
positively impacts customer loyalty
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
providing a more cohesive view of customer data
1 2 3
Top Challenges in Creating a Connected Customer Experience
Disconnected tools/tech
across the business
(e.g., disparate systems)Outdated tools/tech Too many channels
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Marketing analytics/
measurement tools
Guided selling (e.g.,
opportunity ranking by
potential value)
Customer relationship
management (CRM)
system
61%
of marketers say their current tech stack is extremely or very effective at
delivering more efficient spending
57%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Customer privacy
concernsBudgetary constraints
Lacking the right internal
skill set (e.g., too few data
scientists)
48%
of marketers say they use AI extensively or on a limited basis with another 29%
piloting or planning to use within two years
34. State of Marketing
Salesforce Research
34
Country Profile
Netherlands (350 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
62%
62%
47%
58%
52%
55%
Marketing Embraces the AI Revolution
say a connected customer journey across all touchpoints and channels positively
impacts customers’ willingness to recommend products and services
say a connected customer journey across all touchpoints
and channels positively impacts overall customer engagement
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
delivering better analytic insights
1 2 3
Top Challenges in Creating a Connected Customer Experience
Difficulty leveraging data
from different sourcesBudgetary constraints
Outdated organizational
structure
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Customer relationship
management (CRM)
systemSocial publishing tools
Mobile campaign
management
54%
of marketers say their current tech stack is extremely or very effective at
improving marketing efficiencies (e.g., automating tasks, etc.)
49%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Lacking the right internal
skill set (e.g., too few data
scientists)Budgetary constraints
Data is stored in disparate
systems
54%
of marketers say they use AI extensively or on a limited basis with another 31%
piloting or planning to use within two years
35. State of Marketing
Salesforce Research
35
Country Profile
Australia/New Zealand (350 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
68%
67%
60%
61%
58%
62%
Marketing Embraces the AI Revolution
of marketers strongly agree or agree that a connected customer journey across
all touchpoints and channels positively impacts overall customer engagement
of marketers strongly agree or agree that a connected customer journey across
all touchpoints and channels positively impacts revenue growth
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
increasing productivity
1 2 3
Top Challenges in Creating a Connected Customer Experience
Difficulty leveraging data
from different sourcesBudgetary constraints
Creating a shared, single
view of the customer
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Marketing analytics/
measurement tools
Customer relationship
management (CRM)
system
Mobile campaign
management
57%
of marketers say their current tech stack is extremely or very effective at
improving collaboration across marketing functions
58%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Budgetary constraints
Customer privacy
concerns
Lacking the right internal
skill set (e.g., too few data
scientists)
59%
of marketers say they use AI extensively or on a limited basis with another 23%
piloting or planning to use within two years
36. State of Marketing
Salesforce Research
36
Country Profile
Japan (350 Marketing Professionals)
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
Shifting Priorities Spark Organizational Change
52%
52%
36%
43%
38%
45%
Marketing Embraces the AI Revolution
of marketers strongly agree or agree that a connected customer journey across
all touchpoints and channels positively impacts revenue growth
of marketers strongly agree or agree that a connected customer journey across
all touchpoints and channels positively impacts customer loyalty
of marketers are extremely or very satisfied with their ability to
engage customers across channels at scale
of marketers say they’re aligning marketing roles to a customer journey strategy
vs. traditional roles (e.g., by marketing channel/function)
of marketers are extremely or very satisfied with their
collaboration with other departments (e.g., sales, service, IT)
of marketers say their current tech stack is extremely or very effective at
improving marketing efficiencies (e.g., automating tasks, etc.)
1 2 3
Top Challenges in Creating a Connected Customer Experience
Insufficient internal
resourcesBudgetary constraints
Disconnected tools/tech
across the business
(e.g., disparate systems)
1 2 3
Tools and Tech Most Essential to 1-to-1 Marketing
Marketing analytics/
measurement tools
Content management
platform
Data management
platform (DMP)
43%
of marketers say their current tech stack is extremely or very effective at
increasing productivity
55%
of marketers who use AI say it’s absolutely or very essential in helping their company
create 1-to-1 marketing across every touchpoint
1 2 3
Primary Roadblocks in Executing an AI Strategy
Customer privacy
concernsBudgetary constraints
No defined business
strategy for AI
44%
of marketers say they use AI extensively or on a limited basis with another 20%
piloting or planning to use within two years
38. State of Marketing
Salesforce Research
38
Appendix A
Customer Experience Is the Brand Battlefield
Marketers plan to increase spend for social more than any other channel. Although social media marketing
tops the list of spend for all marketers, other top areas of spend vary by performance level.
Percentage of Marketing Leaders Who Are Increasing Spend
in Each Area over the Next 12 Months
1
2
3
66%
Social media
marketing
Top Channel Spend
for High Performers
Social media
marketing
Advertising on
social platforms
Video
advertising
66%
Advertising on
social platforms
Social media
marketing
Advertising on
social platforms
Mobile apps
Top Channel Spend
for Moderate Performers
65%
Website
Social media
marketing
Website
Advertising on
social platforms
Top Channel Spend
for Underperformers
39. Salesforce Research
39State of Marketing
Appendix A
Customer Experience Is the Brand Battlefield
Top teams are happier with their journey capabilities. High-performing marketers are better able to
create a shared, single view of the customer and personalize experiences across business units.
High performers Moderate performers Underperformers
4.5xmore likely
Create personalized omni-channel
customer experiences across all
business units (e.g., sales, service,
marketing)
3.8xmore likely
Create a shared, single view
of the customer
58%
93%
24%
Percentage of Marketing Leaders Who Say They’re Extremely Satisfied
or Very Satisfied with Their Ability to Do the Following
High Performers vs.
Underperformers
59%
93%
21%
High performers Moderate performers Underperformers
1.7xmore likely
Evolving from a traditional marketing
structure to roles aligned with a
customer journey strategy
61%
73%
43%
Percentage of Marketing Leaders Who Say They’re
Much More or More Focused on the Following
High Performers vs.
Underperformers
40. State of Marketing
Salesforce Research
40
Appendix B
Marketers Move to Evolve Journeys, but Data Woes Linger
Several channels experienced triple-digit growth over the past two years. B2B marketers are playing catch-up on their use
of channels considered the domain of B2C companies, for example, video advertising and SMS/text messaging.
2017 usage2015 usage
Percentage Growth in Actual Channel Use over the Past Two Years (2015–2017)
Video advertising
66%24%176%
growth
SMS/text messaging
59%24%142%
growth
Mobile apps
64%27%135%
growth
Native advertising/
sponsored content
68%32%113%
growth
Email marketing
75%41%83%
growth
Display/banner ads
72%40%80%
growth
Social media marketing
77%44%73%
growth
Website
83%56%47%
growth
Organic search
64%44%47%
growth
Paid search
63%44%43%
growth
204%
growth
197%
growth
161%
growth
147%
growth
56%
growth
88%
growth
80%
growth
26%
growth
47%
growth
44%
growth
141%
growth
92%
growth
103%
growth
81%
growth
106%
growth
69%
growth
68%
growth
69%
growth
37%
growth
31%
growth
B2CB2B*
* B2B also includes respondents who identified as B2B2C.
41. Salesforce Research
41State of Marketing
Appendix B
Marketers Move to Evolve Journeys, but Data Woes Linger
Social platforms remain a mainstay for marketers. However, mobile channels like SMS and apps
will see substantial growth over the next year.
Advertising on social platforms
Social media marketing
Percentage of Marketing Leaders Who Use or Plan to Use
the Following Channels over the Next 12 Months
Mobile apps
Website
Content marketing
Video advertising
Customer communities
Display/banner ads
Mobile text messaging (SMS)
Email marketing
Native advertising/sponsored content
Paid search
Organic search
77% 15%
75% 17%
83% 13%
64% 23%
66% 21%
72% 17%
72% 17%
67% 20%
75% 14%
59% 20%
63% 21%
68% 20%
64% 20%
Currently use Plan to use
42. Salesforce Research
42State of Marketing
Appendix B
Marketers Move to Evolve Journeys, but Data Woes Linger
Top teams are more likely to evolve their
marketing messages across channels. Still, the
percentage of those doing so is relatively low and
shows room to improve.
Extent to Which Marketers Coordinate Messages
in the Following Channels with Other Channels
High performers Moderate performers Underperformers
Social media marketing
1.9x
more likely
to evolve
36%48%
50%32%
51%25%
Display/banner ads
1.8x
more likely
to evolve
43%39%
56%23%
53%23%
Organic search
1.8x
more likely
to evolve
45%37%
54%23%
52%20%
Paid search
1.8x
more likely
to evolve
39%43%
54%23%
49%24%
Customer communities
2.2x
more likely
to evolve
38%45%
52%26%
46%20%
High Performers vs.
Underperformers
Email
2.2x
more likely
to evolve
39%47%
53%27%
52%21%
Website
2.4x
more likely
to evolve
40%46%
51%29%
54%19%
Mobile marketing
2.2x
more likely
to evolve
42%41%
52%26%
52%18%
Native advertising/
sponsored content
2.6x
more likely
to evolve
43%41%
55%23%
61%16%
Advertising on social
platforms
2.0x
more likely
to evolve
40%43%
54%28%
53%22%
Video advertising
1.8x
more likely
to evolve
42%40%
55%26%
50%22%
Messages evolve across channels based on customer actions
High performers Moderate performers Underperformers
Identical messages are broadcast across channels
43. Salesforce Research
43State of Marketing
.02
.04
.06
.08
.10
.12
.14
.16
.18
.00
0 2 4 6 8 10 12 14
High performers Moderate performers Underperformers
Mean = 6.4
Standard Deviation = 3.43
Mean = 9.1
Standard Deviation = 3.09
Mean = 11.1
Standard Deviation = 2.46
Average Number of Channels Used by Performance Level
Moderate performers
High performers
Channel Adoption by Performance Level*
Underperformers
44% 52%
17% 71%
3% 61%
4%
12%
36%
Heavy adoption Moderate adoption Minimal adoption
Appendix B
Marketers Move to Evolve Journeys, but Data Woes Linger
High performers use nearly twice the number of channels as underperformers. However, those messages
don’t live in a vacuum and are more likely to be coordinated across channels as discussed in section 1.
* Heavy adoption is defined as the use of all 13 of the channels defined.
Moderate adoption is defined as the use of 6–12 of the channels defined.
Minimal adoption is defined as the use of 0–5 of the channels defined.
44. State of Marketing
Salesforce Research
44
Appendix C
Shifting Priorities Spark Organizational Change
Modern marketing is dependent on relationships between business units. Sixty-nine percent of marketing teams share
common goals and metrics with sales teams; 64% say the same for customer service.
Marketing alerts service to special
promotions and offers
Marketing and service collaborate
on a regular basis 66%
66%
Percentage of Marketing Leaders Who Strongly Agree or Agree
with the Following Statements about Their Relationship with Service
Marketing and service share
common goals and metrics 64%
Service collaborates with marketing to manage
and respond to social inquiries and issues 64%
Marketing is suppressed when a customer
has an open service case 56%
Marketing consistently provides
sales with quality leads
I understand how marketing’s efforts
impact individual accounts/customers 70%
69%
Percentage of Marketing Leaders Who Strongly Agree or Agree
with the Following Statements about Their Relationship with Sales
Marketing and sales share
common goals and metrics
Marketing and sales are
empowered to collaborate 69%
69%
Sales regularly provides key insights
that shape marketing efforts
Marketing understands what
sales needs to succeed 68%
67%
Marketing shares data insights
(e.g., channel usage, campaign effectiveness) 67%
45. State of Marketing
Salesforce Research
45
Appendix D
Marketing Tech Makes Waves
AI leads the charge in marketing-tech anticipated usage rates with 53% growth. However, across all tools and
technologies surveyed, growth rates remain healthy.
Currently use
Plan to use
Percentage of Marketing Leaders Who Use or Plan to Use
the Following Tools or Technology over the Next Two Years
Anticipated
YoY Growth
Marketing analytics/measurement tools +23%75% 17%
Customer relationship management (CRM) +25%73% 18%
Email campaign management +23%73% 17%
Social publishing tools +25%72% 18%
Content management platform +25%72% 18%
Internal collaboration tools (e.g., messaging apps, internal social networks) +25%71% 18%
Data targeting and segmentation +27%70% 19%
Data management platform (DMP) +28%70% 19%
Guided selling +29%68% 20%
Customer identity and access management (CIAM) +30%68% 20%
Mobile campaign management +30%68% 20%
Marketing automation platform +31%67% 21%
Social listening tools +31%67% 20%
Internet of Things (IoT)/connected devices +34%66% 23%
Loyalty program platform +30%66% 20%
Lead nurturing and scoring tools +30%66% 20%
Artificial intelligence +53%51% 27%
46. Salesforce Research
46State of Marketing
Appendix D
Marketing Tech Makes Waves
High performers are using twice the number of tools and technologies as underperformers. Top teams are 14x more
likely than underperformers to be heavy tech adopters.
High performers Moderate performers Underperformers
Average Number of Tools and Technology Used by Performance Level
Tools and Technology Adoption by Performance Level*
Heavy adoption Moderate adoption Minimal adoption
.02
.04
.06
.08
.10
.12
.14
.00
0 2 4 6 8 10 12 14
Mean = 7.5
Standard Deviation = 4.83
Mean = 11.8
Standard Deviation = 4.40
Mean = 14.7
Standard Deviation = 3.37
16
Moderate performers
High performers
Underperformers
43% 54%
17% 71%
3% 58%
3%
13%
38%
* Heavy adoption is defined as the use of all 17 of the channels defined.
Moderate adoption is defined as the use of 7–16 of the channels defined.
Minimal adoption is defined as the use of 0–6 of the channels defined.
47. State of Marketing
Salesforce Research
47
Appendix E
Marketing Embraces the AI Revolution
Marketers expect AI usage to jump in the next two years. However, AI is most hindered by budget
constraints, privacy concerns, and lack of skills.
1 Budgetary constraints
2 Customer privacy concerns
3 Lack of the right internal skill set (e.g., too few data scientists)
Primary Roadblocks Marketing Leaders Face In Executing an AI Strategy
Artificial intelligence +53%51% 27%
Percentage of Marketing Leaders Who Use or Plan to Use
the Following Tools or Technology over the Next Two Years
Anticipated
YoY Growth
Currently use Plan to use
64%
of marketing leaders who use AI say
it’s substantially or greatly increasing
their overall marketing efficiency
49. State of Marketing
Salesforce Research
49
Survey Demographics
Salesforce Research
Industry
Consumer products and retail...........................17%
Financial services...................................................16%
Technology.............................................................13%
Manufacturing......................................................... 8%
Engineering, architecture,
construction, real estate........................................ 7%
Communications.................................................... 7%
Healthcare and life sciences................................. 5%
Professional services............................................... 4%
Automotive............................................................... 4%
Education.................................................................. 4%
Media and entertainment..................................... 4%
Agriculture and mining.......................................... 3%
Energy........................................................................ 2%
Company Size
Small (1–100 employees).................................................27%
Medium (101–3,500 employees)......................................57%
Enterprise (3,501+ employees)........................................16%
Generation
Baby Boomers/Traditionalists............................... 9%
Gen Xers..................................................................34%
Millennials...............................................................57%
Country
United States..........................................................17%
United Kingdom/Ireland.....................................11%
Canada....................................................................11%
Brazil.........................................................................10%
Germany.................................................................10%
France......................................................................10%
Japan.......................................................................10%
Netherlands............................................................10%
Australia/New Zealand........................................10%
Region
EMEA.......................................................................41%
Americas.................................................................39%
APAC........................................................................20%
Department
Executive management.......................................55%
Marketing................................................................45%
Role within Marketing
Director, manager, or equivalent........................25%
VP of marketing....................................................... 9%
CMO........................................................................23%
CEO, owner, or equivalent...................................44%