Key Marketing Trends to Drive Customer Engagement

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

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

Marketers surveyed include B2B, B2C, and B2B2C teams
Breakdown of Marketing Performance Levels
Underperformers
moderately ...

54%of high-performing marketing
teams lead customer
experience initiatives across
the business
* “State of the Connected C...

Engaging with customers in real time
Optimizing the marketing mix for best return
Modernizing tools and technologies
Creat...

Engaging with customers in real time
Adopting and effectively using new marketing technologies
Budgetary constraints
Creat...

Contents
"State of Marketing," Salesforce Research, December 2018.
State of Marketing
New Dynamics Up
the Ante for Data
Un...

Marketing becomes the cross-functional glue of customer experiences
"State of Marketing," Salesforce Research, December 20...

Marketing becomes the cross-functional glue of customer experiences
"State of Marketing," Salesforce Research, December 20...

Percentage of Marketers Who Say They Do the Following with Advertising Teams
Ad Teams No Longer Operate in Silos
Marketing...

Marketing Working Intimately With Other Teams
Marketing becomes the Cross-Functional Glue of Customer Experiences
"State o...

Percentage of Marketers Who Say They Do the Following with Service Teams
Marketing and Service Teams Are Bridging Gaps
Alo...

Contents
"State of Marketing," Salesforce Research, December 2018.
State of Marketing
New Dynamics Up
the Ante for Data
Un...

New realities up the ante for data unification
"State of Marketing," Salesforce Research, December 2018.
Data Sources Prol...

Marketers Turn to a Hodgepodge of Technologies to
Solve for Customer Identity
New realities up the ante for data unificati...

Contents
"State of Marketing," Salesforce Research, December 2018.
State of Marketing
New Dynamics Up
the Ante for Data
Un...

Percentage of Marketing Organizations Using Artificial Intelligence (AI)
AI & Other Technologies Broaden Marketers’ Toolki...

Percentage of Marketing Organizations Using Voice-activated
personal assistants (e.g., Alexa, Siri)
AI & Other Technologie...

The average marketer with
AI currently uses it two
different ways, but plans
to use it an additional four
ways by 2020.
AI...

Contents
"State of Marketing," Salesforce Research, December 2018.
State of Marketing
New Dynamics Up
the Ante for Data
Un...

Marketers No. 1 Challenge
Real-time customer engagement
Conversations with customers are the goal, but remain elusive
"Sta...

Access to Consumer Data Is Integral to Accelerating
Innovation and Time to Market, Yet …
VOLUME OF CONSUMER DATA CG LEADER...

29%
currently use
37%
plan to use within
the next 12 months
… Access to Data Is Key to the AI Revolution
Source: ”State of...

Personalization Is at the Heart of Customer Expectations
Source: “Trends in Customer Trust,” Salesforce Research, 2018
84%...

The Secret Is Balancing B2B and B2C Relationships
CG Leaders’ Top Objectives
for Working with Channel
Partners
CG Leaders’...

CG Leaders Plan to Adjust Financial Investments
to Improve Both B2B and B2C Operations in the Future
The two biggest areas...

Salesforce Research Reports
Text “Trust” to 56237
Trends in Customer Trust State of Connected
Customer
Text “Connected” to...

Key Marketing Trends to Drive Customer Engagement

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