This document is a report on the state of marketing in 2016 based on a survey of nearly 4,000 marketing leaders worldwide. Some of the key findings include:
1) Customer satisfaction has become the top measure of success for marketers and customer engagement is now a top priority over brand awareness.
2) High-performing marketing teams focus on building deeper customer relationships while moderate and underperforming teams struggle more with budget and new business development.
3) Digital marketing now accounts for over two-thirds of total marketing budgets and this share is expected to continue growing in the next two years.
Green Hat B2B Marketing Outlook Report 2015 Green Hat
The 2015 B2B Marketing Outlook study has been conducted for the fifth consecutive year by Green Hat in conjunction with ADMA, the Association for Data-Driven Marketing and Advertising, Marketing Magazine and B2B Marketing UK.
This comprehensive report, based on the participation of 455 marketers, clearly demonstrates how the practice of B2B marketing continues to experience rapid change year on year, and in 2015, B2B is alight with opportunity and challenges.
Marketers are leveraging the power of marketing automation to refine, target, and optimize program initiatives, including customizing content and automating communications. Marketing automation technology empowers marketers to improve their knowledge of buyer behavior and understand how it plays out in campaigns.
Keen to understand more on Oracle Marketing Cloud, how it plays an crucial insights for marketers within the organisation to add more revenue generating sparks to grow the company's business. Talk to us today to find out:
Name: Aaron
Company: Phincon Pte Ltd
Email: aaron.boo@phincon.com.sg
Green Hat B2B Marketing Outlook Report 2015 Green Hat
The 2015 B2B Marketing Outlook study has been conducted for the fifth consecutive year by Green Hat in conjunction with ADMA, the Association for Data-Driven Marketing and Advertising, Marketing Magazine and B2B Marketing UK.
This comprehensive report, based on the participation of 455 marketers, clearly demonstrates how the practice of B2B marketing continues to experience rapid change year on year, and in 2015, B2B is alight with opportunity and challenges.
Marketers are leveraging the power of marketing automation to refine, target, and optimize program initiatives, including customizing content and automating communications. Marketing automation technology empowers marketers to improve their knowledge of buyer behavior and understand how it plays out in campaigns.
Keen to understand more on Oracle Marketing Cloud, how it plays an crucial insights for marketers within the organisation to add more revenue generating sparks to grow the company's business. Talk to us today to find out:
Name: Aaron
Company: Phincon Pte Ltd
Email: aaron.boo@phincon.com.sg
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
Gone are the days when marketing chiefs focused solely on the classic 4Ps: Product, Price, Promotions and Place - they now must take an integrated approach to drive company goals.
The complete 'Building A Travel Social Brand' whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
The Power of Modern Digital Marketing Automationrun_frictionless
Modern consumers are Web-savvy, mobile-loving people who typically spend more time online than reading magazines and watching TV. These changes in behavior are fundamentally changing the face of marketing – and in ways that are bringing about the convergence of direct marketing and mass marketing. For example, if you are a direct marketing professional executing targeted email campaigns and mobile marketing strategies, you are likely bumping up against mass-marketing campaigns. Why? Because like you, mass marketers are investing more in online ads than ever before – at the expense of TV commercials and print ads.
https://runfrictionless.com/b2b-white-paper-service/
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.
Engineering marketers' 2016 campaign plans research reportENGINEERING.com
Get insights: how are engineering marketers planning their 2016 campaigns?
Some key findings:
- Lead generation and content creation are the biggest marketing challenges in 2016
- 68% say that marketing is becoming more important relative to sales
- Top performing marketers allocate a larger portion of their budgeting to creating content than laggards
- Similarly, top performers understand and believe in the value of content marketing
Find more details here: http://advertise.engineering.com/research-report-engineering-marketers-campaign-plans-2016
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
ALIRESEARCH | 2018 | EMBRACING CHINA'S "NEW RETAIL"BTO Educational
EMBRACING CHINA’S “NEW RETAIL”
As online, offline and logistics merge, some brands are pulling ahead by redefining consumers, merchandise and stores.
ALIRESEARCH and BAIN & COMPANY
2018
The era of “New Retail” that Alibaba founder Jack Ma envisioned is starting to emerge across China in ways that
promise big gains for consumer products companies that act decisively and systematically while causing others to
lag behind.
In 2016, Ma predicted a seamless merger of offline, online and logistics for a dynamic new world of retailing.
His vision now can be seen in the millions of mom-and-pop stores throughout China that are taking on new life as order-and-delivery stations for e-commerce.
It is there in the booming food delivery platforms such as
Hema, which fulfills more than half of its orders online.
And you can glimpse it in China’s ubiquitous mobile
payments. Chinese consumers use their phones for 60 times more mobile payments than consumers in the US do.
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.
Irish marketers are approaching 2014 with confidence and positivity,according to research commissioned by MCsquared (the consumer and brands division of Murray Consultants) and carried out by Amárach Research, in association with the Marketing Institute of Ireland (MII).
This presentation was made by Salesforce.com, inc. (Release Readiness Team).
This a short (only ~270 slides) summary of the features developed.
For more info please check:
https://releasenotes.docs.salesforce.com/en-us/spring17/release-notes/salesforce_release_notes.htm
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
Gone are the days when marketing chiefs focused solely on the classic 4Ps: Product, Price, Promotions and Place - they now must take an integrated approach to drive company goals.
The complete 'Building A Travel Social Brand' whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
The Power of Modern Digital Marketing Automationrun_frictionless
Modern consumers are Web-savvy, mobile-loving people who typically spend more time online than reading magazines and watching TV. These changes in behavior are fundamentally changing the face of marketing – and in ways that are bringing about the convergence of direct marketing and mass marketing. For example, if you are a direct marketing professional executing targeted email campaigns and mobile marketing strategies, you are likely bumping up against mass-marketing campaigns. Why? Because like you, mass marketers are investing more in online ads than ever before – at the expense of TV commercials and print ads.
https://runfrictionless.com/b2b-white-paper-service/
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.
Engineering marketers' 2016 campaign plans research reportENGINEERING.com
Get insights: how are engineering marketers planning their 2016 campaigns?
Some key findings:
- Lead generation and content creation are the biggest marketing challenges in 2016
- 68% say that marketing is becoming more important relative to sales
- Top performing marketers allocate a larger portion of their budgeting to creating content than laggards
- Similarly, top performers understand and believe in the value of content marketing
Find more details here: http://advertise.engineering.com/research-report-engineering-marketers-campaign-plans-2016
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
ALIRESEARCH | 2018 | EMBRACING CHINA'S "NEW RETAIL"BTO Educational
EMBRACING CHINA’S “NEW RETAIL”
As online, offline and logistics merge, some brands are pulling ahead by redefining consumers, merchandise and stores.
ALIRESEARCH and BAIN & COMPANY
2018
The era of “New Retail” that Alibaba founder Jack Ma envisioned is starting to emerge across China in ways that
promise big gains for consumer products companies that act decisively and systematically while causing others to
lag behind.
In 2016, Ma predicted a seamless merger of offline, online and logistics for a dynamic new world of retailing.
His vision now can be seen in the millions of mom-and-pop stores throughout China that are taking on new life as order-and-delivery stations for e-commerce.
It is there in the booming food delivery platforms such as
Hema, which fulfills more than half of its orders online.
And you can glimpse it in China’s ubiquitous mobile
payments. Chinese consumers use their phones for 60 times more mobile payments than consumers in the US do.
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.
Irish marketers are approaching 2014 with confidence and positivity,according to research commissioned by MCsquared (the consumer and brands division of Murray Consultants) and carried out by Amárach Research, in association with the Marketing Institute of Ireland (MII).
This presentation was made by Salesforce.com, inc. (Release Readiness Team).
This a short (only ~270 slides) summary of the features developed.
For more info please check:
https://releasenotes.docs.salesforce.com/en-us/spring17/release-notes/salesforce_release_notes.htm
What Is Salesforce CRM? | Salesforce CRM Tutorial For Beginners | Salesforce ...Edureka!
This Salesforce CRM tutorial will take you through what is Salesforce CRM, benefits of Salesforce CRM, how CRM works, along with Salesforce CRM demo and use case. This Salesforce training slides is ideal for beginners to learn CRM.
Salesforce Marketing Cloud Training | Salesforce Training For Beginners - Mar...Edureka!
This Edureka Salesforce Marketing Cloud training video for beginners will help you learn Salesforce marketing cloud benefits, what it is, its various features, use case along with marketing cloud demo. This training video is ideal for beginners to learn Salesforce marketing cloud. You can also read the blog here: https://goo.gl/CS6aV4
CNX16 - Connecting the Cloud: Marketing Cloud ConnectCloud_Services
Discover how to optimize the Marketing Cloud Connect features in order to better leverage data across Salesforce Marketing, Sales, and Services Clouds in our Cloud Services hands on workshop.
For more information around Cloud Services, visit our website:
http://sforce.co/1ZuutDV
Customer journeys are no longer just for the marketing department—they transcend all aspects of the business. Join us to learn how we use our own technology to deliver personalized, cross-channel experiences across departments at Salesforce. You’ll see real-world examples of how Marketing Cloud powers journeys to onboard our customers, app users and even our employees.
Each year, $83 billion is lost due to poor customer experiences. Today's marketers have a phenomenal opportunity to drive the customer journey and ensure that customers have a consistent experience no matter how or where they choose to do business with a brand. Join us to learn about the value of the customer journey, importance of having one-to-one conversations with customers, and how the Marketing Cloud will allow you to accomplish it.
Salesforce Service Cloud Training | Salesforce Training For Beginners - Servi...Edureka!
This Edureka Salesforce Service Cloud training video for beginners will help you learn Salesforce marketing cloud benefits, what it is, its various features, use case along with service cloud demo. This training video is ideal for beginners to learn Salesforce service cloud.
Build Cloud & Mobile App on Salesforce Force.com Platform in 15 minsKashi Ahmed
Introduction to Salesforce AppCloud Force.com Platform for enterprise cloud application development Demo of building a enterprise cloud application in 15 mins without code Demonstration of Mobile application using Force.com Platform
This slidedeck presents a step by step guide for using Facebook as a means to grow your business. We explain how to reach customers, connect and interact with them. The hack has been used successful for Yesplan, a versatile planning system for efficient event planning. Could be applied to other B2B products operating in niche markets.
CleverTap - Mobile Commerce Marketing GuideCleverTap
The ultimate Mobile Commerce Marketing Guide for Developers & Marketers looking to launch a mobile shopping app. Find out the latest market trends in this informative free mobile shopping guide.
CleverTap Mobile App Startup Program - One SheetCleverTap
Calling all Entrepreneurs! Join our FREE Mobile App Startup Program. Find out how you can drive engagement for your app and receive up to 1 million push notifications absolutely free.
How To Growth Hack Your Social Media Engagement?Rahul Aggarwal
To ensure max engagement, it makes sense to know when your fans eavesdrop on your on social media sites. Do well to know the best time to schedule your posts.
Marketing Automation Simplified via Oracle and EloquaFlutterbyBarb
What is Marketing Automation?
Successful email marketing, demand generation, and lead management processes hinge on a modern strategy closely aligned to buyer needs and expectations across all phases of the buying process. Using a wide spectrum of digital channels, today’s buyers employ an extensive network of tools and resources to make the most informed purchase decisions.
The Modern Marketing era is driven by the self-educated buyer who marketers must engage to achieve a relevant, targeted, and value-based customer experience. Marketers are increasingly enhancing their understanding of how data can fuel the delivery of meaningful interactions. This access to vast sources of information that marketers are applying to execute and achieve more refined marketing simply can’t be gleaned manually.
Are your marketing efforts keeping up with the trends? Do you have any idea what's the best new thing in the digital sphere? Wonder no more as this compelling resource will help you trace the new digital footprints taking waves this 2015. Keep yourself in the loop of the latest frontier that makes marketers go gaga over.
The 2015 Digital Trends report, created in partnership with Econsultancy, discusses the trends and tools you need to provide exceptional customer experiences and to gain a competitive edge. Take a look at what the marketing thought leaders across the globe are talking about. Be on the lookout for the latest buzzwords and trends directly from the pioneers.
Courtesy of Econsultancy and Adobe
Econsultancy’s 2017 Digital Trends report,
published in association with Adobe, is
based on a global survey of more than
14,000 digital marketing and ecommerce
professionals across EMEA, North American
and Asia Pacific markets.
IEEE GlobalSpec recently conducted its annual Trends in Industrial Marketing survey. We asked
marketing and sales professionals in the industrial sector to address marketing trends, challenges,
and expenditures within the engineering, technical, manufacturing and industrial communities. This report analyzes and presents the results of the survey, and, offers recommendations to
industrial marketers to help them allocate their budgets, develop a sound marketing strategy,
and plan effective programs and campaigns.
IEEE GlobalSpec is pleased to provide you with this Marketing Planning Kit to help you evaluate the effectiveness of your
current marketing choices, calculate the value of existing marketing programs, understand today’s marketing landscape,
and plan more effective strategies for 2019. Our intent is to help you define and achieve your marketing goals and
objectives for the year ahead.
Marketing Land's latest publication of the "Enterprise Web Analytics Platforms 2015: A Marketer's Guide" examines the market for web analytics platforms and the considerations involved in implemention. The 37-page report reviews the growing market for web analytics platforms, plus the latest trends, opportunities and challenges.
Profit Prowess: Unleashing Success in Affiliate Marketingwisnupitara
This article delves into the intricacies of affiliate marketing, providing aspiring affiliates with a roadmap to navigate the competitive landscape successfully. Understanding the essentials, such as selecting the right niche, choosing lucrative programs, and crafting an effective strategy, forms the cornerstone of our exploration. As we progress, we'll uncover the secrets of maximizing conversion rates, employing diverse promotion techniques, and harnessing analytics to refine your approach.
Join us on this journey as we unravel the strategies, tactics, and insights that will empower you to not just survive but thrive in the ever-evolving realm of affiliate marketing.
Get ready to unleash your profit prowess and take your affiliate success to new heights!
Our guide will equip you with strategies to navigate common pitfalls and adapt to industry changes, ensuring resilience in the face of setbacks. As you progress through the article, discover how to scale your affiliate business by diversifying income streams, delegating tasks, and staying attuned to the latest industry developments.
This comprehensive resource is not just a roadmap to success; it's a blueprint for creating a sustainable, thriving affiliate marketing venture. So, let's dive in and unlock the full potential of your affiliate journey – where profit prowess meets enduring success!
The Road to Economic Development Marketing ReinventionAtlas Integrated
Metrics drive outcomes, and the best outcomes for economic developers are found using digital means. In economic development, digital is the ideal methodology for the foreseeable future, and the preferred platform for business decision makers and site selectors. Much of the success we’re seeing from EDOs stems directly from digital efforts.
Similar to Trends e insights de marketing - Salesforce (20)
Utilize o SMS certo para as suas estratégias de negócio
O que é SMS Corporativo
O que é SMS Interativo
O que é SMS Marketing
Exemplos e Vantagens do uso de cada tipo de SMS
aiba quais os erros que você deve evitar em suas campanhas de SMS Marketing.
Os 7 pecados: Descubra como evitá-los!
1. Não dar opção
2. Não pedir permissão
3. Não respeitar os horários
4. Não ter uma "call to action"
5. Não personalizar
6. Ser insistente
7. Não se identificar
O estudo analisou dados de assinantes e-mail, dados de consumidores engajados, impressões de anúncios e dados de transações para identificar três segmentos de exposição:
Apenas abertura de email: 18% do público alvo abriu pelo menos um email, mas não visualizou um anúncio
Somente viu anúncios: 27% do público alvo foram expostos a pelo menos um anúncio.
Combinado: 16% do público alvo abriram email e também foram expostos ao anúncio
20 registros de campanhas bem-sucedidas que você pode consultar para se inspirar.
Confira o porquê são campanhas de email marketing de sucesso:
Uso de personalização avançada muito além do nome
Emails marketing automatizados a partir de campanhas mais completas e conteúdos mais inteligentes
Influenciados pelo marketing de conteúdo com uso de uma comunicação direcionada e com víeis conversacional e ao mesmo tempo fiel aos fundamentos básicos do email
Quando se trata de monitoramento, interação, publicação, publicidade e mensuração, há inúmeras estratégias que você pode implementar e testar para otimizar as suas ações de marketing nas mídias sociais.
A Pontomobi, empresa de mobile, acaba de lançar a primeira edição do "Guidelines da Criação", um conjunto de pontos importantes para profissionais que atuam com criação e desenvolvimento de aplicações para dispositivos móveis
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
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.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
2. 22016 State of Marketing
I’m excited to present the “2016
State of Marketing" report, the third
annual installment of this in-depth
industry research.
Marketing leaders often ask, “What does a
customer expect when they interact with our
brand?” Customers expect consistency. They
expect interactions across any channel to be
the same, where the organization demonstrates
that they really know the customer. The always-
connected customer wants that connected
experience.
We, as marketers, can manage this now. If we
truly put customers at the center of our thinking
— considering how we can make any touchpoint
delightful — it changes the way we approach
applying all the tools available to us as marketers.
It’s not only what we think of traditionally as
marketing. It’s also about considering customer
support functions, selling functions, community
building — every touchpoint. In short, it’s the
complete customer experience.
As this research shows, high-performing marketing
teams have shifted their mindset and tactics from
marketing at customers, to focusing on connecting
every touchpoint into a cohesive customer journey.
In 2016, marketing is the focal point of managing
customers in an entirely new way. It’s a huge
opportunity to lead your business forward, and
I hope you’ll use the findings in this report as
a guide.
Best,
Scott McCorkle
CEO, Salesforce Marketing Cloud
A Note from Scott McCorkle,
Salesforce Marketing Cloud CEO
3. 32016 State of Marketing
1,706
353
1,190
726
For the third annual “State of Marketing” report,
Salesforce Research surveyed nearly 4,000
marketing leaders worldwide to discover:
• Overall trends changing the role of marketing
• How high-performing marketing teams approach
marketing intelligence and customer experience
• Key insights on primary digital marketing
channels
Throughout this report, data is examined relative
to business performance to identify patterns
for overall success. High-performing marketing
teams are those who are extremely satisfied with
the current outcomes realized as a direct result
of their company’s marketing investment. See
page 4 for a breakdown of high, moderate, and
underperformers.
Salesforce Research took a modified approach to
this 2016 report.1
While we revisited many topics
covered in our 2015 research to provide year-
over-year analysis, this year’s survey included only
marketers holding leadership roles within their
organization. This shift allowed deeper discovery
around team performance — and a closer look
at what separates the world’s most successful
marketers from the rest.
About This Report
1
Conducted in 2016, this survey generated responses from 3,975 full-
time marketing leaders (not limited to Salesforce customers) in the
U.S., Canada, Brazil, U.K., France, Germany, Netherlands, the Nordics,
Japan, and Australia. Respondents included third-party panelists. Due
to rounding, not all percentage totals in this report equal 100%. All
comparison calculations are made from total numbers (not rounded
numbers). This survey encompassed marketers in B2C (26%), B2B
(29%), and B2B2C roles (45%).
Salesforce Research provides data-driven insights to help
businesses transform how they drive customer success.
Browse all reports at salesforce.com/research.
4. 42016 State of Marketing
About This Report
Breakdown of Marketing Performance Levels
High-performing marketing teams represent 18% of the overall survey population. Marketers surveyed include B2C,
B2B, and B2B2C teams.
Underperformers
14%
High performers
18%
Moderate performers
68%
are “slightly or not at all satisfied”
with the current outcomes
realized as a direct result of their
company’s marketing investment
are “extremely satisfied” with the
current outcomes realized as a
direct result oftheir company’s
marketing investment
are “very or moderately satisfied”
with thecurrent outcomes
realized as a direct result of their
company’s marketing investment
Salesforce Research
6. 62016 State of Marketing
Salesforce Research
6
Digital is king, and the customer
experience is the crown jewel. For
marketing leaders in 2016, these
two truths are shaping the path of
the profession.
How are the world’s top marketing teams
taking a more intelligent approach to stay
ahead in changing times? Here’s a brief
overview of nine prominent findings
from our research.
Top marketing teams win with a customer journey strategy.
(see page 14)
High-performing marketing teams are 8.8x more likely than underperformers to
strongly agree that they’ve adopted a customer journey strategy as part of their
overall business strategy. Successful marketers are connecting with customers in
new ways across mobile, email, social, and the Web. Seventy-three percent say
that a customer journey strategy has positively impacted overall customer
engagement — the second biggest priority for marketers this year.
01
Top marketing teams are integrating the customer experience.
(see page 16)
Successful marketing leaders are crossing the boundaries of business units to
create a single view of the customer. High-performing marketing teams are
7.7x more likely than underperformers to strongly agree they’re leading
customer experience initiatives across the business — bridging the gap
between marketing, sales, and service. Sixty-four percent of top teams also say
they are excellent at creating a single view of the customer, versus only 4% of
underperformers.
02
Top marketing teams get smart with tech adoption.
(see page 22)
To keep pace with a dynamic industry and continually make marketing
communications smarter, 72% of top teams will increase spending on marketing
tools and tech in the next two years. Fifty-three percent of high performers qualify
as heavy tech adopters, compared to only 7% of underperformers. Top teams are
more likely to extensively use marketing analytics and predictive intelligence, among
other tools.
03
2016 State of Marketing
Executive Summary
Nine key takeaways
Salesforce Research
7. 72016 State of Marketing
Salesforce Research
Executive Summary
Mobile momentum hits a tipping point.
(see page 30)
From 2015 to 2016, every aspect of mobile covered in this research has risen
significantly in usage. This growth encompasses both mobile as a marketing
platform (such as mobile apps) and mobile as a marketing channel (such as SMS).
With 98% growth in mobile app usage and 111% growth in SMS usage,
a majority of marketers are now using these mainstream mobile tactics to
engage customers.
06
7
Real-time channel orchestration strikes a chord.
(see page 29)
Leading marketers understand the value of a cross-channel approach. In fact,
top teams are 3.2x more likely than underperformers to strongly agree they’ve
integrated their social media activity into their overall marketing strategy
(3.4x more likely for integrating email marketing and 5x more likely for mobile
marketing). Among high performers who have integrated their digital
marketing channels with their overall marketing, at least 95% rate the
integrations as very effective or effective.
05
Top marketing teams align with business leadership.
(see page 26)
The world’s best marketing teams have buy-in from company leaders. As such,
marketing budgets are more likely to be prioritized. Eighty-three percent of high
performers say their executive team is completely committed to supporting
the overall marketing strategy, compared to only 31% of underperformers.
04
2016 State of Marketing
Nine key takeaways
Salesforce Research
8. 82016 State of Marketing
Salesforce Research
Intelligent email is driving higher revenue.
(see page 34)
As email personalization capabilities grow more sophisticated, the channel becomes
even more integral for marketers to deliver a holistic customer journey. Top teams
are 4.2x more likely than underperformers to leverage predictive intelligence
or data science to create personalized emails. Forty-nine percent of marketers say
email is directly linked to their business’ primary revenue source — a notable jump
from the 20% of marketers who said the same in 2015.
07
8
Social sees massive ROI growth.
(see page 38)
Last year, three of the top five areas where marketers planned to increase their
spending involved social outlets. Now, those investments appear to be paying off;
75% of marketing leaders report that social is generating ROI. Top teams are
also 1.7x more likely than underperformers to align their social media marketing
strategy with other social activities such as customer service, pursuing a more
unified customer view.
08
Advertising accelerates on social platforms.
(see page 43)
Nearly two-thirds of marketers are boosting budgets for advertising on social
platforms in 2016, making it the third largest area for increased investment.
Among high performers, 80% will increase spending on advertising on social
platforms. In order to create a unique experience based on real customer identity,
83% of top teams use customer data (e.g., email or phone data) to segment
or target ads.
09
2016 State of Marketing
Executive Summary
Nine key takeaways
Salesforce Research
9. 92016 State of Marketing
Salesforce Research
Marketing has entered the age of the
customer, where customers have more
information, choices, and power than
ever before. The customer experience
— the culmination of all brand and
customer interactions — now matters
more than anything. Core business
tenets like customer satisfaction are
progressively falling under the CMO’s
umbrella, expanding the breadth and
depth of what marketing means in
2016. At the same time, marketers’
success measures, priorities, and even
challenges reflect the rising emphasis
on customer experience.
Customer satisfaction — historically,
the domain of service teams — is
the number one success metric
for marketers today. This is further
evidence of the blurring lines between
marketing, customer service, and sales.
Marketing is more about building and
sustaining customer relationships than
merely filling the funnel.
Customer Satisfaction Is Marketers’ First Measure of Success
For the second year in a row, customer satisfaction retains its stronghold as a top measure of
marketing success.
Customer acquisition
Revenue growth
Customer satisfaction 35%
24%
33%
Introduction
Priorities, Challenges, and Budgets
10. 102016 State of Marketing
Salesforce Research
Customer engagement is a top
priority for marketers this year. While
brand awareness is a longstanding
marketing objective that implies
one-way, business-to-consumer
broadcasts, customer engagement
indicates the rising importance of
more personal relationships with
two-way communication.
Marketers Make Customer Engagement a Top Priority
Brand awareness has been a goal since the Mad Men days, but customer engagement
indicates a modern marketer — one who’s focused more on creating a personalized experience
than brandishing a logo.
Introduction
Priorities, Challenges, and Budgets
“This is truly the most remarkable time to be a marketer. The way that a customer engages gives a brand the opportunity to know potentially what
they want before they even ask for it. Because of the real-time nature of data, you can make a huge impact very quickly.”
— Glen Hartman, Accenture Interactive Global Lead Digital Marketing*
MARKETING LEADER perspective
* Salesforce Marketing Cloud customer success video, September 2015
Social media
engagement
Higher levels of
customer engagement
Brand awareness 37%
25%
34%
11. 112016 State of Marketing
Salesforce Research
Marketers Are Concerned about Building Customer RelationshipsLast year, more marketers were
concerned with new business
development and quality of leads.
This year, the emergence of customer
relationships as a top challenge further
illustrates the shift from marketing as a
lead-generation machine to marketing
as a customer-experience coordinator.
While budget ranks as the number
one obstacle for moderate and
underperformers, it’s not in the top 10
concerns for high-performing marketers.
For top teams at companies of all sizes,
this speaks more to the prioritization of
marketing budgets than budget size.
Business challenges vary greatly between top teams and the rest. While moderate and
underperformers struggle more with budget and new business development, top teams
say they’re challenged to keep pace with customers, produce unique content, and recruit
the best talent.
Introduction
Priorities, Challenges, and Budgets
1 2 3
Keeping pace
with customers
Budget
constraints
Budget
constraints
Talent
acquisition
New business
development
Customer
acquisition
Producing unique,
original content
Building deeper
customer relationships
New business
development
Top Concerns for
High-Performing
Teams
Top Concerns for
Moderate-Performing
Teams
Top Concerns for
Underperforming
Teams
12. 122016 State of Marketing
Salesforce Research
Digital Takes the Lion’s Share of Marketing DollarsIn 2016, the term “digital marketing”
borders on redundancy. Digital accounts
for an ever-growing share of marketers’
activities, channels, and budgets. This
year marks a tipping point, with
marketers spending more than
two-thirds (70%) of their total
budget on digital marketing channels.
In the next two years, 97% of marketing
leaders plan to either further increase
or maintain their level of spending on
digital marketing.
Over a 10-year span — from 2011 to
2021 — we’ll see 21% growth in digital
marketing spending.
By 2021, marketing leaders will spend 75% of their total budget on digital marketing versus
traditional marketing.
Social and Advertising Claim Top Spots for Spending Growth
Social continues to dominate marketing channels for increased spending over the next 12 months.
Introduction
Priorities, Challenges, and Budgets
67%
Social media
marketing
67%
Social media
engagement
65%
Advertising on
social platforms
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
62%
70%
75%
38%
30%
25%
Digital marketing channels Traditional marketing channels
2011 2016 2021
growth in digital
marketing spending
over a 10-year period
21%
13. 132016 State of Marketing
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Practices of
High-Performing
Marketing Teams
132016 State of Marketing
14. 142016 State of Marketing
Salesforce Research
High performers Moderate performers Underperformers
Top Marketing Teams Commit to the Customer Journey
From adopting strategy to actively mapping touchpoints, high-performing marketing leaders
make the customer journey a priority.
In our 2016 research, “customer
journey” is defined as all interactions
that customers have with a company’s
brands, products, or services across
all touchpoints and channels. High-
performing marketing teams are 8.8x
more likely than underperformers to
strongly agree that they have adopted a
customer journey strategy as part of their
overall business strategy.
But top marketers know that identifying
the customer journey is an ongoing
pursuit. Whether a marathon or a series
of sprints, well-executed journeys must
be contextual to the moment and
personalized to individual customers.
While 65% of high performers strongly
agree their company has adopted a
customer journey approach, 61% are
actively mapping their journeys.
Among high-performing teams,
88% say a customer journey strategy
is critical to the success of their
overall marketing.
Has adopted a customer
journey strategy as part of
its overall business strategy
65%
61%
7%
6%
23%
22%Is actively mapping the
customer journey
High-performing vs.
Underperforming Teams
Percentage Who Strongly Agree with Each Statement
8.8x
more likely to
strongly agree
9.7x
more likely to
strongly agree
Practices of High-Performing Marketing Teams
Top Marketing Teams Win with a Customer Journey Strategy01
15. 152016 State of Marketing
Customer Journey Adoption Drives Powerful, Positive Results
Adopting a customer journey strategy has overwhelmingly positive business impacts for the
majority of marketing leaders.
Of those who have implemented
customer journeys, more than two-thirds
agree it’s had a positive impact on their
business. From decreasing churn rates
to contributing to revenue growth, a
customer journey strategy is the tide
lifting all marketers’ boats.
Seventy percent of marketing leaders
have seen a positive impact on their
customers’ willingness to recommend
products or services. Seventy-three
percent say that a customer journey
strategy has positively impacted
overall customer engagement — the
second biggest priority for marketers
this year.
Practices of High-Performing Marketing Teams
Top Marketing Teams Win with a Customer Journey Strategy01
Percentage Who Have Adopted a Customer Journey Strategy and Strongly Agree or Agree
with Each Statement
Has positively impacted customers’
willingness to recommend products
and services
Has positively impacted overall
customer engagement 73%
70%
Has positively impacted revenue growth 70%
Has positively impacted customer
churn rates 65%
Has positively impacted customer
satisfaction (CSAT) scores 67%
Practices of High-Performing Marketing Teams
01
“Marketing keeps evolving, because customers demand it. Whether you’re running an onboarding campaign or re-engaging with longtime advocates,
customers always want to feel known and uniquely recognized. Customers have never liked feeling like a faceless number, but today’s customer
unequivocally expects more. It takes a genuine intention to truly understand your customer, a commitment to marketing intelligence and relentless
dedication to true personalization, to deliver on that expectation.” — Maggie Lang, Senior Director, Marketing
MARKETING LEADER perspective
Salesforce Research
16. 162016 State of Marketing
Salesforce Research
Today’s marketing teams are increasingly
taking on broader customer-facing
roles than tradition dictates. Successful
marketing leaders are crossing
boundaries between business units
in order to orchestrate all customer
touchpoints into a seamless experience.
Top performers are leading this shift to
attain a single view of the customer.
High-performing marketing
teams are 7.7x more likely than
underperformers to strongly agree
they’re leading customer experience
initiatives across the business. Often,
touchpoints of the customer experience
live outside of marketing in either sales
or customer service. Top marketers are
knocking down the silos to gain a single
view — and, more importantly, to deliver
a unified experience for customers.
High performers are also 7.8x more
likely to strongly agree that they’re
implementing digital transformations
across the company.
High-Performing Marketers Lead the Customer Experience
Although the customer experience encompasses multiple business units, top marketers are
paving the way and owning this single, shared view of the customer.
Practices of High-Performing Marketing Teams
Top Marketing Teams Are Integrating the Customer Experience02
High performers Moderate performers Underperformers
Is implementing digital
transformation across the
company
Is leading customer
experience initiatives
across the business
Percentage Who Strongly Agree with Each Statement
7.8x
more likely to
strongly agree
7.7x
more likely to
strongly agree
63%
58%
8%
8%
23%
21%
High-performing vs.
Underperforming Teams
17. 172016 State of Marketing
Salesforce Research
40%
60%
30%
20%
50%
10%
Collaboration Is Key to the Customer Experience
High-performing marketing leaders are 17.1x more likely than underperformers to be excellent
at working with other business units.
For marketers to lead customer
experiences across business units,
it requires companywide support
and collaboration. There’s a growing
corporate mindset shift to build bridges
between departments, with the goal
of ensuring a holistic approach to the
customer experience.
Among high-performing marketing
teams, 63% are excellent at
collaborating with other business
units — bringing together marketing,
sales, service, IT, and other
executives.
Percentage Who Excel at Collaborating with Other Business Units
Practices of High-Performing Marketing Teams
02
High-performing vs.
Underperforming Teams
17.1xmore likely to be excellent
at collaborating with
other business units
High performers
Moderate performers
Underperformers
63%
4%
18%
Top Marketing Teams Are Integrating the Customer Experience
18. 182016 State of Marketing
Salesforce Research
Top Marketing Teams Create a Single View of the Customer
High performers don’t see channels as barriers and are more likely to obtain a single view of
the customer.
High performers are 13.7x more likely
than underperformers to strongly agree
they’ve integrated business systems to
create a single view of the customer.
Sixty-four percent of high performers
also say they are excellent at creating
a single view of the customer, versus
only 4% of underperformers.
Percentage Who Excel at Integrating Business Systems
Top Marketing Teams Are Integrating the Customer Experience
Practices of High-Performing Marketing Teams
02
40%
60%
30%
20%
50%
10%
High-performing vs.
Underperforming Teams
13.7xmore likely to strongly agree
they've integrated business
systems to create a single
customer view
High performers
Moderate performers
Underperformers
60%
4%
21%
19. 192016 State of Marketing
Salesforce Research
40%
60%
30%
20%
50%
10%
Top Teams Excel at Creating Omni-Channel Experiences
The most successful marketing leaders are working across business units to deliver a
personalized omni-channel experience for customers.
Top teams report hugely positive
results from their customer experience
initiatives across business units. In fact,
high performers are 34.4x more likely
than underperformers to say they are
excellent at creating personalized
omni-channel customer experiences
across all business units.
A unified customer experience
across channels and touchpoints —
whether marketing, sales, service, or
even product — is more important
than ever. Companies that are achieving
that consolidated experience have a
jump on the competition in the eyes of
their customers.
Top Marketing Teams Are Integrating the Customer Experience
Practices of High-Performing Marketing Teams
02
Percentage Who Excel at Creating Personalized Omni-Channel Customer Experiences
across All Business Units
High-performing vs.
Underperforming Teams
34.4xmore likely to be excellent
at creating personalized
omni-channel customer
experiences
High performers
Moderate performers
Underperformers
63%
2%
17%
20. 202016 State of Marketing
Salesforce Research
Underperformers
Moderate performers
Top Marketers Lean on CRM Tools
Since a single purchase is only a small part of the customer journey, it’s increasingly important
for marketing and sales teams to work together to manage the customer relationship.
A large part of aiding initiatives between
business units is having the right tools to
encourage collaboration. When it comes
to marketing and sales in particular, top
teams stand out in a crucial way.
High performers are 3.3x more
likely than underperformers to
use CRM tools extensively, giving
marketing, sales, and service
teams a shared, single view of
the customer. Furthering the gap
between performance levels, 35%
of underperforming marketing teams
say they have no plans to use CRM
tools in the future.
Top Marketing Teams Are Integrating the Customer Experience
Practices of High-Performing Marketing Teams
02
3.3x
more likely to
be extensively using
CRM tools
High performers
82% 9%
44% 21%
66% 18%
Currently use CRM tools Piloting/plan to use CRM tools
in the next 12 months
High-performing vs.
Underperforming Teams
21. 212016 State of Marketing
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212016 State of Marketing
Spotlight
Predictive Intelligence Fuels a Smarter View of the Customer
Top Teams Leverage Predictive Intelligence
High Performers Personalize Web Experiences
High performers turn to predictive tech to understand customer behaviors and inform future
marketing communications.
Successful marketers are gathering real-time customer data and preferences to create a more
personalized Web experience.
Predictive intelligence tools are making
it easier for marketers to track customer
behavior and use insights to create
highly personalized interactions. In fact,
top teams are 3.6x more likely to
strongly agree that predictive
intelligence and data science are
important to their overall marketing
strategy. Seventy-nine percent of
high performers currently use predictive
intelligence — and 49% report
extensive use.
Top teams are also 7.2x more likely than
underperformers to extensively use Web
personalization. By collecting customer
data in real time, these marketers apply
what they know about individuals to
tailor the online customer experience.
Percentage Who Extensively Use Predictive Intelligence
Percentage Who Extensively Use Web Personalization
Moderate performers
Moderate performers
Underperformers
Underperformers
High-performing vs.
Underperforming Teams
High-performing vs.
Underperforming Teams
10.7x
more likely to extensively
use predictive intelligence
7.2x
more likely to extensively
use Web personalization
High performers
High performers
49%
5%
18%
55%
8%
27%
Salesforce Research
22. 222016 State of Marketing
Salesforce Research
40%
60%
30%
20%
50%
10%
Tools and Tech Attract Larger Investments from Top Marketers
In order to keep pace with the dynamic marketing industry and support smarter marketing
communications, high-performing teams are investing in tools and tech.
New technology and tools play a
significant role in the day-to-day
operations of high-performing marketing
organizations. Top teams are investing
more heavily than others in these areas.
Seventy-two percent of high performers
will increase spending on marketing tools
and technology in the next two years.
Among this group, 48% will increase
spending substantially.
While high performers lead the pack,
this trend isn’t limited to top teams.
Among marketers at all performance
levels, 63% will increase spending on
marketing tools and technology over
the next two years.
Practices of High-Performing Marketing Teams
Top Marketing Teams Get Smart with Tech Adoption03
Percentage Who Are Substantially Increasing Spending on Marketing Tools and Tech
High-performing vs.
Underperforming Teams
2.8xmore likely to substantially
increase spending on
marketing tools and
technology
High performers
Moderate performers
Underperformers
48%
17% 21%
23. 232016 State of Marketing
Salesforce Research
03
High-performing teams
Underperforming teams
Moderate-performing teams
High Performers Are Heavy Tech Adopters
High-performing marketing teams are more likely than moderate and underperformers to be
heavy tech adopters.2
When it comes to managing the
customer experience, top marketing
teams are maximizing tools and
technologies to ensure a single view
of the customer.
Fifty-three percent of high
performers qualify as heavy tech
adopters, compared to only 7% of
underperformers. On average, top
teams use more than twice the
number of tools and technologies
that underperformers use.
Adoption Rates of Marketing Tools and Technologies
Top Marketing Teams Get Smart with Tech Adoption
Practices of High-Performing Marketing Teams
53% 40% 8%
7% 41% 52%
22% 58% 20%
Heavy adoption Average adoption Minimal adoption
“With the new eCRM technology and tools available to companies today, it's easier for marketers to focus on one of the most important aspects of
the business — the customer. We can now begin to provide an eCRM customer experience that's in line with what the customer wants.”
— Bernie Fussenegger, Director, Digital Marketing
MARKETING LEADER perspective
2
Heavy and minimal tech adoption are defined as above or below 1 standard deviation from the average number of
functionalities currently used. For more information, see page 60.
24. 242016 State of Marketing
Salesforce Research
High Performers See the Impact of Advanced Tech
Compared to underperformers, high performers are significantly more likely to extensively use
these tools and technologies.
Successful marketing teams are not only
using more tech — they’re notably using
more advanced types of tech. From data
segmentation to marketing automation
to predictive intelligence, high
performers are at least 4.2x more
likely than underperformers to be
using these types of tools and
technologies.
Top teams are also at least 2.4x more
likely to say these tools and technologies
are very effective at creating a cohesive
customer journey.
Top Marketing Teams Get Smart with Tech Adoption
Practices of High-Performing Marketing Teams
03
Percentage Who Are Extensively Using Each Tool or Technology
High-performing vs.
Underperforming Teams
4.2x
more likely to be
extensively using
5.8x
more likely to be
extensively using
6.7x
more likely to be
extensively using
9.5x
more likely to be
extensively using
10.7x
more likely to be
extensively using
56%
13%
31%
Marketing analytics
51%
9%
23%
Data targeting and segmentation
Marketing automation
50%
8%
21%
Employing lean/agile methods
49%
5%
18%
Predictive intelligence
49%
5%
18%
High performers Moderate performers Underperformers
25. 252016 State of Marketing
Salesforce Research
252016 State of Marketing
Spotlight
New Frontiers for Top Marketers
High performers jump at the chance
to try new things and explore what
works. These early-adoption habits
are paying off.
Many top marketing teams are seeing
success in newer outlets. The Internet
of Things (IoT) is one such area for
opportunity, where high performers
are 15.4x more likely than
underperformers to be extensively
using it.
Emerging Marketing Tech Is Proving Worthy of Investment
High-performing teams are at least 13.7x more likely than underperformers to be pioneering
marketing use cases with beacon technology, IoT, podcasting, and wearables. Among them, at
least 82% give a very effective or effective rating.
Percentage Who Are Extensively Using Each of the Following Rate Channel Very
Effective or Effective
43% 85%
3% 44%
14% 67%
Proximity marketing using beacon technology
37% 85%
2% 38%
12% 62%
Podcasting
45% 85%
3% 45%
14% 68%
Internet of Things
37% 82%
3% 37%
10% 66%
Wearables
High-performing teams Moderate-performing teams Underperforming teams
Salesforce Research
26. 262016 State of Marketing
Salesforce Research
40%
60%
30%
20%
50%
10%
70%
80%
Moderate performers
Underperformers
Practices of High-Performing Marketing Teams
Top Marketing Teams Align with Business Leadership04
Executive Team Commitment Makes a Difference
High-performing marketing teams are supported from the top down. Eighty-three percent of
top teams have their executive team’s complete commitment to their marketing strategy.
The world’s best marketing teams have
buy-in from company leaders. High
performers are 2.6x more likely than
underperformers to say their executive
team is completely committed to
supporting the overall marketing strategy.
In fact, 83% of high-performing
marketers have the executive team's
complete commitment to their
marketing strategy.
High-performing vs.
Underperforming Teams
2.6xmore likely to say their
executive team is completely
committed to the overall
marketing strategy
High performers
83%
31%
42%
27. 272016 State of Marketing
Salesforce Research
Underperformers
Underperformers
High performers
High performers
Top Teams Prioritize Marketing Budgets
High performers are more likely to be substantially increasing spending on digital marketing as
well as marketing tools and technology.
When the commitment to marketing
starts at the top, companies prioritize
marketing and walk the talk with their
investments.
High performers are 2.8x more
likely than underperformers to be
substantially increasing their spending
on marketing tools and tech over the
next two years.
Top Marketing Teams Align with Business Leadership
Practices of High-Performing Marketing Teams
04
Percentage Substantially Increasing Spending on Marketing
Tools and Technology
Percentage Substantially Increasing Spending on Digital Marketing
2.8x
more likely to substantially
increase spending on marketing
tools and technology
3x
more likely to substantially
increase spending on digital
marketing
48%
44%
17%
15%
High-performing vs.
Underperforming Teams
28. 282016 State of Marketing
Salesforce Research
Key Insights
by Marketing Channel
282016 State of Marketing
29. 292016 State of Marketing
Salesforce Research
Has integrated our email
marketing strategy into our
overall marketing strategy
64% 95%
19% 59%
29% 86%
Has integrated our mobile
marketing strategy into our
overall marketing strategy
60% 96%
12% 68%
25% 86%
Key Insights by Marketing Channel
Real-Time Channel Orchestration Strikes a Chord05
Integrating Channels Proves Highly Effective for Top Teams
High performers win by aligning their digital channels, as seen by the tremendous effectiveness
ratings. Among top teams who have integrated their digital marketing channels with their
overall marketing, at least 95% rate the integrations as very effective or effective.
“Your customers are cross-channel so
your marketing must be cross-channel.”
It’s been said countless times because
it’s true — but even from the marketer’s
point of view, the lines between channels
grow blurrier by the minute. A perfect
example of this convergence is that
82% of high performers consider
advertising on social platforms to be
part of their mobile marketing efforts.
Leading marketers understand the
value of a cross-channel approach. In
fact, top teams are 3.2x more likely than
underperformers to strongly agree they’ve
integrated their social media activity into
their overall marketing strategy. High
performers are also 3.4x more likely to
strongly agree they’ve integrated their
email marketing — and 5x more likely to
have integrated their mobile marketing —
with their overall marketing.
Percentage Who Strongly Agree with Each Statement
Has integrated our social media
marketing strategy into our
overall marketing strategy
63% 98%
20% 62%
28% 88%
Rate Channel Very
Effective or Effective
High-performing
teams
Moderate-performing
teams
Underperforming
teams
Data reported in this section is out of a base of respondents
that use each of the corresponding digital marketing channels.
30. 302016 State of Marketing
Salesforce Research
Mobile Marketing Hits Triple-Digit Growth
The use of mobile marketing is multiplying year over year. Mobile push notifications increased
145% in usage from 2015 to 2016.
From 2015 to 2016, every aspect of
mobile usage covered in this report
has risen significantly. This growth
encompasses both mobile as a marketing
platform (such as mobile apps) and
mobile as a marketing channel (such as
SMS). With 98% growth in mobile app
usage and 111% growth in SMS usage, a
majority of marketers are now using these
mobile tactics to engage customers.
If the marketers who are planning to pilot
push messages and mobile tracking in
2016 actually do so, these tactics could
also reach a critical mass by 2017.
This year’s survey also asked marketers
about multimedia messaging services
(MMS) and mobile app inboxes for the
first time. For MMS, 52% of marketers
are currently using and another 17%
plan to pilot this year. For the newer
mobile app inbox, 47% are currently
using and another 19% will pilot.
Key Insights by Marketing Channel
Mobile Momentum Hits a Tipping Point06
2015
2016
2015
2016
2015
2016
2015
2016
2015–2016 Growth
in Current Use
98%
growth
111%
growth
145%
growth
149%
growth
Currently use Piloting/plan to use in the next 12 months
Mobile applications
Mobile text messaging (SMS)
Mobile push notifications
Location-based mobile tracking
54%
27% 34%
19%51%
24% 31%
45% 22%
19% 34%
44% 20%
18% 32%
20%
All data in this section represents respondents who use
mobile as part of their marketing strategy.
31. 312016 State of Marketing
Salesforce Research
Mobile ROI Soars in 2016
The percentage of marketers who are realizing a return on their mobile investment jumped
147% from 2015 to 2016.
Digging deeper, the reasons behind
the steep mobile growth become
more clear. Seventy-nine percent of
marketing leaders agree that mobile
marketing — inclusive of SMS, push
notifications, mobile apps, or location-
based functionality — is core to their
business.
Among this group, 50% say it’s directly
linked to their business’ primary revenue
source. Another 77% say mobile
generates ROI, compared to only 31%
of marketers who agreed in 2015.
Mobile Momentum Hits a Tipping Point
3
“Unsure” was not an answer option in the 2016 survey.
Key Insights by Marketing Channel
06
Percentage Who Agree with Each Statement about Mobile Marketing3
2015
2016
Mobile marketing generates significant ROI Mobile marketing indirectly generates ROI
Mobile marketing generates some ROI Mobile marketing does not generate ROI
Mobile marketing will eventually generate ROI Unsure
38%
21%
39%
22%
18% 1%4%
33% 26% 4% 6%
All data in this section represents respondents who use
mobile as part of their marketing strategy.
32. 322016 State of Marketing
Salesforce Research
Promotional content
Post-purchase
Post-purchase onboarding
Exclusive deals
Loyalty
Browse retargeting
Holiday
Location-based campaigns
Partner-onboarding journeys
Marketers Find Value in a Variety of Mobile Campaigns
Marketers say exclusive deals and loyalty programs are the two most effective mobile
campaigns in 2016, but rate many campaign types as worthwhile. Mobile gives marketers
a chance to reach customers in the moment with specific, personalized offers.
While exclusive deals and loyalty
programs rank as the most effective
mobile campaign types, there’s a
four-way tie for third place. Three of
these — browse retargeting, post-purchase
onboarding, and post-purchase
communications — reflect the extreme
omni-channel capabilities of mobile
marketing, tying online or in-store events
into triggered mobile messages.
Mobile Momentum Hits a Tipping Point
4
This chart is a partial list. For the complete list, see page 63.
Key Insights by Marketing Channel
06
Percentage Who Rate Each Mobile Campaign Type as Very Effective or Effective4
78%
80%
75%
75%
75%
75%
74%
74%
74%
All data in this section represents respondents who use
mobile as part of their marketing strategy.
33. 332016 State of Marketing
Salesforce Research
High Performers Are Masters of Mobile
Top marketing teams are skilled at creating, tracking, and measuring mobile efforts. Eighty-
three percent of high performers track mobile analytics for mobile apps as well as mobile
versus desktop website navigation.
Top marketing teams are more advanced
in their approach to mobile — from
aligning campaigns to tracking analytics.
They’re nearly 2x more likely than
underperformers to use deep links
that drive users to directly download
their app.
High performers are also 1.8x more
likely to align their mobile campaigns
to email campaigns, recognizing
the cross-promotion opportunities
between these two channels.
Percentage Who Use Each Mobile Strategy
Track mobile analytics for
mobile app(s)
Track mobile versus desktop
website navigation
Align mobile campaigns to
email campaigns
Use deep links that take users
directly to the app store to
download app
83%
81%
81%
83%
67%
64%
68%
65%
54%
42%
46%
51%
Mobile Momentum Hits a Tipping Point
Key Insights by Marketing Channel
06
High-performing
teams
Moderate-performing
teams
Underperforming
teams
All data in this section represents respondents who use
mobile as part of their marketing strategy.
34. 342016 State of Marketing
Salesforce Research
Key Insights by Marketing Channel
Intelligent Email Is Driving Higher Revenue07
As email personalization capabilities
grow more sophisticated, the channel
becomes even more integral for
marketers to deliver a holistic customer
journey. Eighty percent of marketers
agree that email is core to their business.
Predictive technology is breathing
new life into established marketing
channels such as email.
Top teams are 4.2x more likely than
underperformers to leverage
predictive intelligence or data science
to create personalized emails.
Gaining a deeper, behavior-based
understanding of customers allows
marketers to be smarter in creating next
steps along the customer journey.
Data Science Expands Email’s Horizons
Established channels like email are experiencing a fresh wave of marketing personalization
possibilities with predictive intelligence and data science.
Percentage Who Leverage Predictive Intelligence or Data Science to Personalize Emails
40%
60%
30%
20%
50%
10%
High-performing vs.
Underperforming Teams
4.2xmore likely to leverage
predictive intelligence or data
science to personalize emails
High performers
Moderate performers
Underperformers
40%
10%
24%
All data in this section represents respondents who use
email as part of their marketing strategy.
35. 352016 State of Marketing
Salesforce Research
2015
2016
More Marketers Agree Email Generates Significant ROI
Email marketing made a significant leap over the last year as an ROI-producing channel.
Return on investment (ROI) for email is
another area that’s seen an uptick over
the last year. While 54% of marketers
said email directly generated ROI in
2015, that percentage rose to 79%
in 2016.
Among those who agree email is core
to their business, nearly half (49%) say
email is directly linked to their business’
primary revenue source — a notable
jump from the 20% of marketers who
said the same in 2015.
Percentage Who Agree with Each Statement about Email Marketing4
Email marketing generates significant ROI Email marketing indirectly generates ROI
Email marketing generates some ROI Email marketing does not generate ROI
Email marketing will eventually generate ROI Unsure
4
“Unsure” was not an answer option in the 2016 survey.
36%
21%
44%
32%
13% 1%6%
20% 18% 3%5%
Intelligent Email Is Driving Higher Revenue
Key Insights by Marketing Channel
07
All data in this section represents respondents who use
email as part of their marketing strategy.
36. 362016 State of Marketing
Salesforce Research
Effective Email Campaign Types Are a Diverse Mix
While loyalty programs and exclusive deals are the most effective email campaigns, marketers’
toolkits are broader than ever with high levels of effectiveness across the board.
Further illustrating the cross-channel
nature of marketing channels in 2016,
social and mobile appear in the top five
most effective email campaign types.
Marketing leaders find the most value
in email campaigns used to build
customer loyalty, although there’s a
wide variety of campaign types with
high effectiveness ratings.
Percentage Who Rate Each Email Campaign Type as Very Effective or Effective5
Intelligent Email Is Driving Higher Revenue
Key Insights by Marketing Channel
07
Loyalty 79%
Exclusive deals 78%
Social selling 77%
Mobile opt-in 76%
Browse retargeting 75%
Video ads 75%
Promotional content 77%
Welcome series 75%
Partner-onboarding journeys 75%
Event or invitation 75%
5
This chart is a partial list. For the complete list, see page 65.
“More than ever, marketers need the right tools that will enable them to send highly targeted, dynamic messages to their audiences. Savvy consumers
expect it. If you aren’t moving in that direction, it will be increasingly difficult to create relevant and impactful marketing.”
— Stephanie Solomon, Vice President, Consumer Marketing Revenue
MARKETING LEADER perspective
All data in this section represents respondents who use
email as part of their marketing strategy.
37. 372016 State of Marketing
Salesforce Research
High-performing
teams
Moderate-performing
teams
Underperforming
teams
High Performers Take a More Sophisticated Approach to Email
Top teams go beyond basic email marketing, using predictive intelligence, personalization, and
cross-channel inputs to customize messages.
Unsurprisingly, top marketing teams are
more advanced in their email marketing
strategies. They’re more likely to take
advantage of marketing automation
tactics like triggered emails — although
overall adoption in these areas remains
relatively low. They’re also more likely
to segment and target emails to reach
customers with personalized content.
Meeting customers’ real-time
expectations, high-performing
teams are 2.3x more likely than
underperformers to trigger
personalized emails in real time
based on events.
Intelligent Email Is Driving Higher Revenue
Key Insights by Marketing Channel
07
Percentage Who Use Each Strategy
Include marketing content
in transactional emails
Leverage predictive intelligence
or data science to create
personalized emails
Segment and send different
emails to different groups
Trigger customized cross-
channel interactions based on
profile, preference, or behavior
Personalize emails with
subscriber fields
Trigger personalized emails
in real time based on events
Send the same email with
unique content based on
audience segment
90%
48%
40%
63%
25%
32%
51%
77%
37%
24%
55%
16%
24%
48%
52%
21%
10%
47%
7%
14%
44%
All data in this section represents respondents who use
email as part of their marketing strategy.
38. 382016 State of Marketing
Salesforce Research
Social Leaps Ahead as an ROI Creator
Social media is an increasingly important tool for marketing ROI. Thirty-nine percent of
marketers report significant ROI generated from social media marketing, compared to only
9% in 2015.
In 2015, three of the top five areas
where marketers planned to increase
their spending involved social outlets.
This year, those investments appear to
be turning a profit. The link between
social marketing and revenue increased
3x over the last year, with nearly half
(48%) of marketers reporting that social
media marketing is directly linked to
their business’ primary revenue source.
Now, 82% of marketers agree that
social media marketing is core to
their business.
Last year, 27% of marketers said social
would eventually generate ROI and
28% said it already generated ROI,
accounting for 55% of all respondents.
This year, 75% of respondents report
that social is currently generating ROI.
6
“Unsure” was not an answer option in the 2016 survey.
Percentage Who Agree with Each Statement about Social Media Marketing6
2015
2016
Social media marketing generates significant ROI Social media marketing indirectly generates ROI
Social media marketing generates some ROI Social media marketing does not generate ROI
Social media marketing will eventually generate ROI Unsure
39%
9%
36%
20%
17% 1%7%
27% 30% 8% 7%
Key Insights by Marketing Channel
Social Sees Massive ROI Growth08
All data in this section represents respondents who use
social as part of their marketing strategy.
39. 392016 State of Marketing
Salesforce Research
Top Teams Are Quick to Respond on Social
High-performing marketers are better at staying on top of social. Top teams are 11x more likely
than underperformers to be excellent at responding to social interactions in a timely manner.
Social provides an open platform for two-
way communication between businesses
and customers that’s hard to replicate
elsewhere. Social channels give marketers
a forum to build digital rapport on a
highly personalized scale — one retweet,
like, and comment at a time.
Top marketing teams understand the
need for real-time communication
and engagement on social channels.
The most successful marketers excel at
replying in a timely manner across all
social networks.
Percentage Who Excel at Responding to Social Interactions in a Timely Manner
Social Sees Massive ROI Growth
Key Insights by Marketing Channel
08
40%
60%
30%
20%
50%
10%
High-performing vs.
Underperforming Teams
11xmore likely to be excellent
at responding to social
interactions in a timely manner
High performers
Moderate performers
Underperformers
65%
6%
21%
All data in this section represents respondents who use
social as part of their marketing strategy.
40. 402016 State of Marketing
Salesforce Research
Social Listening and Publishing Go Hand in Hand for Top Teams
A majority of high-performing marketing teams say that social listening and publishing tools
are very effective.
To be truly effective, social media
marketing efforts can’t live in a silo.
Top teams understand this and use
social listening to better understand
their audiences and the market.
High performers are 8.6x more likely
than underperformers to use social
listening tools extensively.
Social Sees Massive ROI Growth
Key Insights by Marketing Channel
08
Rate as Very
Effective
78%
79%
11%
11%
25%
32%
22%
21%
55%
62%
21%
19%
Social publishing tools
Social listening tools
59%
58%
15%
13%
25%
27%
High performers
Currently use Piloting/plan to use in next 12 months
High performers
Moderate performers Moderate performers
Underperformers Underperformers
All data in this section represents respondents who use
social as part of their marketing strategy.
41. 412016 State of Marketing
Salesforce Research
Social Marketing Meets Social Customer Service
Eighty-four percent of high-performing marketing teams align their social media marketing
strategy with other social activities such as customer service.
Top teams are also 1.7x more likely than
underperformers to align their social
media marketing strategy with other
social activities such as customer service.
This alignment is critical to delivering
a seamless customer experience, and
exhibits the cross-company mindset that’s
more common among high performers.
Percentage Who Use Each Social Strategy
Social Sees Massive ROI Growth
Key Insights by Marketing Channel
08
High performers Moderate performers Underperformers
Integrates social media
activity into other tools and
technology (e.g., CRM)
Aligns social marketing strategy
with other social activities (e.g.,
customer service)
High-performing vs.
Underperforming Teams
2.1x
more likely to
use strategy
1.7x
more likely to
use strategy
82%
84%
39%
50%
67%
73%
“Listening is the foundation of everything we do. It's about truly engaging with every fan, building relationships, and looking at it as more than just a
one-off interaction. We believe that about 75% of our customers touch social at some point in their journey.”
— Jessica Latimer, Senior Manager, Social Media and Customer Engagement
MARKETING LEADER perspective
All data in this section represents respondents who use
social as part of their marketing strategy.
42. 422016 State of Marketing
Salesforce Research
422016 State of Marketing
Spotlight
A Closer Look at Content Marketing
Content marketing has become an
integral part of the marketing strategy.
Other powerhouse channels like email
and social are fueled by content in some
form. Among marketers who agree
content marketing is core to their
business, 48% see a direct link to
primary revenue.
However, creating engaging content takes
advanced planning, deep audience
knowledge, and investment in quality
production. High performers rate content
marketing highly as a revenue-generating
tactic but also say creating unique
content is a top challenge.
Almost half of high performers are
extensively leveraging user-generated
content, which requires listening to and
engaging with readers on a micro scale.
Leading marketing teams also create
content more quickly; 80% of high
performers publish content at least two
to three times per week, compared to
16% of underperformers.
Content Marketing Is a Primary Business Tool
More than three-quarters of marketers agree that content marketing is core to their business.
Moderate performers
Underperformers
High performers
Top Teams Extensively Leverage User-Generated Content
In an effort to create engaging experiences, high performers listen closely to their audience and
make use of reader-generated content.
Percentage Who Extensively Use User-Generated Content
19%
47%
8%
High-performing vs.
Underperforming Teams
3.4x
more likely to say content
marketing generates
significant ROI
77%agree content
marketing is core
to business
Salesforce Research
43. 432016 State of Marketing
Salesforce Research
More Marketers Advertise on Social Platforms than Other Outlets
At least two-thirds of marketers agree that these digital advertising strategies are very effective
or effective.
Nearly two-thirds of marketers are
boosting budgets for advertising on
social platforms in 2016, making it
the third largest area for increased
investment. Among high-performing
marketing teams, 80% will increase
spending on advertising on social
platforms. It’s also the most popular
digital advertising strategy, with 65% of
marketers currently using and another
17% planning to use it this year.
Along with advertising on social
platforms, marketers rate video
advertising as a very effective digital
advertising strategy. High performers are
7.6x more likely than underperformers
to extensively use video advertising.
Digital Advertising Strategies
Key Insights by Marketing Channel
Advertising Accelerates on Social Platforms09
Rate as Very Effective
or Effective
Currently use Piloting/plan to use in the next 12 months
71%Advertising on social platforms
65% 17%
66%Display or banner ads
62% 17%
72%Video advertising
54% 21%
66%Native advertising
54% 18%
All data in this section represents respondents who use
digital advertising as part of their marketing strategy.
44. 442016 State of Marketing
Salesforce Research
Data-Driven Advertising Takes Center Stage
Personalization and targeting are key to successful advertising campaigns. Ninety-one percent of
marketing leaders now use data to segment their advertising.
A large majority of marketers using
digital advertising use data — customer,
demographic, or website activity — to
segment or target their advertising.
In order to create a unique experience
based on real customer identity, 83%
of high performers use customer
data (e.g., email or phone data) to
segment or target ads, 1.5x more
often than underperformers.
Advertising Accelerates on Social Platforms
Key Insights by Marketing Channel
09
High Performers Use Customer Data to Target Ads
Top marketing teams are more likely than underperformers to use a variety of data points to get
smarter about how they’re segmenting ads.
Use customer data (e.g.,
email or phone data) to
segment or target ads
Use demographic data (e.g.,
age, gender) to segment or
target ads
Use website activity data
(e.g., retargeting cookies) to
segment or target ads
83%
87%
83%
51%
45%
57%
1.6x
1.9x
1.5x
High-performing teams Underperforming teams
91% use data to target or
segment advertising
All data in this section represents respondents who use
digital advertising as part of their marketing strategy.
45. 452016 State of Marketing
Salesforce Research
With even more marketers reporting
significant ROI for mobile, email, and social
this year, it’s crucial to orchestrate these
channels in support of a seamless customer
experience. Social selling and mobile opt-
in, for example, rank in the top five most
effective email campaign types.
Keys to Becoming a High-Performing Marketer
Last Look 452016 State of Marketing
As the opportunities for data-driven
marketing grow, marketers have a seemingly
infinite toolbox for connecting with
customers. To keep pace with the dynamic
marketing industry and support smarter
communications, top teams are 2.8x more
likely to substantially increase spending on
tools and tech — from marketing automation
to predictive intelligence.
From supercharging revenue growth to
boosting customer satisfaction scores, the
benefits of adopting a customer journey
strategy are reported readily this year. Top
marketing teams are 8.8x more likely than
underperformers to strongly agree that
they’ve adopted a customer journey strategy
as part of their overall business strategy.
Customers want one experience whether
they’re interacting with marketing, sales,
or service. High-performing marketers are
breaking down barriers to deliver a unified
face of the business. Top teams are 7.7x
more likely than underperformers to strongly
agree they’re leading customer experience
initiatives across the business.
Go Mobile: Be as Cross-
Channel as Your Customers4
Adopt a Customer
Journey Strategy
Lead the Customer Experience
across Your Business1
Leverage Intelligent
Marketing Tech3
5
2
Target Ads with Customer Data
In the age of the customer, one-to-many
communications fall flat. Striving to create a
unique experience based on real customer
identity, 83% of high performers use
customer data (e.g., email or phone data) to
segment or target ads.
Salesforce Research
46. 462016 State of Marketing
Salesforce Research
Country Profiles
462016 State of Marketing
47. 472016 State of Marketing
Country Profile
United States (1,285 marketing leaders)
37% 28% 26% 39% 38% 28% 30% 27% 25%
49% 38% 37%
agree it positively impacts customers’ willingness to recommend products and services
agree it positively impacts revenue growth
agree it positively impacts customer satisfaction (CSAT) scores
agree it positively impacts customer churn rates
68%
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
68%
Mobile applicationsSocial media marketing Social media engagement
66%68% 68%
Revenue
growth
Customer
satisfaction
Return on
investment
Brand
awareness
Higher levels
of customer
engagement
Social media
engagement
Budget
constraints
Customer
acquisition
Quality
of leads
agree it positively impacts overall customer engagement80%
75%
75%
69%
68%
of all marketing leaders say they are leading customer experience
initiatives across the business
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent or above average
68%
55%
of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy
of all marketing leaders are actively mapping the
customer journey
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Predictive intelligence Guided selling Marketing automation
Customer Journey Adoption Drives Powerful, Positive Results
Top of Mind for Marketing Leaders
Managing the Customer Journey Creating a Shared Customer Experience
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Salesforce Research
48. 482016 State of Marketing
Canada (421 marketing leaders)
Revenue
growth
Customer
satisfaction
Customer
retention rates
Brand
awareness
Higher levels
of customer
engagement
Social media
engagement
Budget
constraints
Staying
ahead of social
media trends
35% 34% 23% 36% 31% 29% 30% 24% 23%
Top of Mind for Marketing Leaders
Managing the Customer Journey
Collaboration tools Guided selling Marketing automation
41% 40% 39%
agree it positively impacts overall customer engagement
agree it positively impacts revenue growth
agree it positively impacts customer satisfaction (CSAT) scores
agree it positively impacts customer churn rates
of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy68%
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
of all marketing leaders are actively mapping the
customer journey67%
Advertising on social platformsSocial media marketing Social media engagement
62%64% 62%
New business
development
74%
agree it positively impacts customers’ willingness to recommend products and services75%
73%
73%
70%
Creating a Shared Customer Experience
65%
56%
of all marketing leaders say they are leading customer experience
initiatives across the business
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent or above average
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Country Profile
Customer Journey Adoption Drives Powerful, Positive Results
Salesforce Research
49. 492016 State of Marketing
Brazil (353 marketing leaders)
47% 31% 27% 33% 32% 29%
29%
27% 27%
Lead nurturing and scoring Predictive intelligence
23% 18% 17%
agree it positively impacts overall customer engagement
agree it positively impacts customers’ willingness to recommend products and services
agree it positively impacts revenue growth
agree it positively impacts customer satisfaction (CSAT) scores
agree it positively impacts customer churn rates
of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy91%
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
of all marketing leaders are actively mapping the
customer journey88%
Social media marketing Advertising on social platforms
86% 86%
Customer
satisfaction
Return on
investment
Revenue
growth
Brand
awareness
Higher levels
of customer
engagement
Social media
engagement
Producing
unique,
original
content
New business
development
Talent
acquisition
89%
90%
90%
88%
88%
87%
77%
of all marketing leaders say they are leading customer experience
initiatives across the business
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent or above average
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Enterprise resource planning
software
Social media engagement
86%
Country Profile
Customer Journey Adoption Drives Powerful, Positive Results
Top of Mind for Marketing Leaders
Managing the Customer Journey Creating a Shared Customer Experience
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Salesforce Research
50. 502016 State of Marketing
United Kingdom (428 marketing leaders)
Revenue
growth
Customer
satisfaction
Lifetime
customer
value
Brand
awareness
Higher levels
of customer
engagement
Social media
engagement
Budget
constraints
Keeping
pace with
customers
29% 23% 21% 36% 31% 27% 25% 25% 23%
Predictive intelligence Marketing automation Social listening tools
45% 41% 39%
agree it positively impacts overall customer engagement
agree it positively impacts customers’ willingness to recommend products and services
agree it positively impacts revenue growth
agree it positively impacts customer satisfaction (CSAT) scores
agree it positively impacts customer churn rates
70%
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
68%
Social media engagement Social media marketing Advertising on social platforms
63% 63% 62%
Quality
of leads
77%
72%
73%
68%
69%
of all marketing leaders say they are leading customer experience
initiatives across the business
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent or above average
68%
60%
of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy
of all marketing leaders are actively mapping the
customer journey
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Country Profile
Top of Mind for Marketing Leaders
Managing the Customer Journey Creating a Shared Customer Experience
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Customer Journey Adoption Drives Powerful, Positive Results
Salesforce Research
51. 512016 State of Marketing
France (298 marketing leaders)
Customer
satisfaction
Customer
retention
rates
Revenue
growth
Brand
awareness
Higher levels
of customer
engagement
Content
optimization
Budget
constraints
44% 35% 26% 36% 27% 26% 29% 26% 23%
Predictive intelligence Guided selling Enterprise resource planning
software
37% 36%
agree it positively impacts overall customer engagement
agree it positively impacts customers’ willingness to recommend products and services
agree it positively impacts revenue growth
agree it positively impacts customer satisfaction (CSAT) scores
agree it positively impacts customer churn rates
Customer Journey Adoption Drives Powerful, Positive Results
73%
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
71%
Social media marketingSocial media engagement Web personalization
59%62% 61%
Customer
acquisition
74%
73%
69%
67%
64%
of all marketing leaders say they are leading customer experience
initiatives across the business
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent or above average
70%
57%
of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy
of all marketing leaders are actively mapping the
customer journey
37%
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Building deeper
customer
relationships
Country Profile
Top of Mind for Marketing Leaders
Managing the Customer Journey Creating a Shared Customer Experience
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Salesforce Research
52. 522016 State of Marketing
Germany (400 marketing leaders)
Revenue
growth
Customer
satisfaction
Customer
acquisition
Brand
awareness
Higher levels
of customer
engagement
Content
optimization
New business
development
Customer
acquisition
43% 41% 36% 32% 28% 25% 30% 26% 25%
Marketing automation Predictive intelligence Data targeting and segmentation
42% 37% 35%
agree it positively impacts overall customer engagement
agree it positively impacts customers’ willingness to recommend products and services
agree it positively impacts revenue growth
agree it positively impacts customer satisfaction (CSAT) scores
agree it positively impacts customer churn rates
65%
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
59%
VideosSocial media marketing
64% 63%
Building deeper
customer
relationships
66%
64%
66%
65%
58%
of all marketing leaders say they are leading customer experience
initiatives across the business
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent or above average
65%
55%
of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy
of all marketing leaders are actively mapping the
customer journey
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Advertising on social platforms
64%
Country Profile
Customer Journey Adoption Drives Powerful, Positive Results
Top of Mind for Marketing Leaders
Managing the Customer Journey Creating a Shared Customer Experience
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Salesforce Research
53. 532016 State of Marketing
Australia (326 marketing leaders)
Customer
satisfaction
Revenue
growth
Return on
investment
33% 29% 26%
Brand
awareness
Higher levels
of customer
engagement
Social media
engagement
37% 34% 26%
Budget
constraints
25%
23%
22%
Predictive intelligence Marketing automation Offer management
47% 47% 47%
agree it positively impacts overall customer engagement
agree it positively impacts customers’ willingness to recommend products and services
agree it positively impacts revenue growth
agree it positively impacts customer satisfaction (CSAT) scores
agree it positively impacts customer churn rates
63%
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
62%
Social media engagement Social media marketing
65% 64%
Analyzing
data to make
better business
decisions
72%
69%
68%
68%
65%
of all marketing leaders say they are leading customer experience
initiatives across the business
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent or above average
63%
50%
of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy
of all marketing leaders are actively mapping the
customer journey
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Building deeper
customer
relationships
Advertising on social platforms
64%
Country Profile
Customer Journey Adoption Drives Powerful, Positive Results
Top of Mind for Marketing Leaders
Managing the Customer Journey Creating a Shared Customer Experience
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Salesforce Research
54. 542016 State of Marketing
Japan (400 marketing leaders)
Customer
acquisition
Customer
satisfaction
Customer
retention
rates
Brand
awareness
Higher levels
of customer
engagement
Channel
expansion
New business
development
49% 30% 30% 43% 33% 32% 30% 30% 24%
Marketing automation Social listening tools Social publishing tools
57% 52% 49%
of all marketing leaders have integrated social media marketing strategy into their
overall marketing strategy
of all marketing leaders have integrated mobile marketing strategy into their overall
marketing strategy
of all marketing leaders have integrated email marketing strategy into their overall
marketing strategy
of all marketing leaders view predictive intelligence or data science as an
important part of their overall marketing strategy
Mobile applications Wearables Video advertising
56% 54% 54%
Talent
acquisition
60%
55%
47%
55%
of all marketing leaders rate their ability to collaborate with other business units as
excellent, above average, or average
of all marketing leaders rate their ability to create personalized omni-channel
customer experiences across all business units as excellent, above average, or average
67%
62%
Percentage Who Are Increasing Spending in Each Area over the Next 12 Months
Percentage Growth for Each Tool or Technology over the Next 12 Months
Building deeper
customer
relationships
The Importance of Predictive Intelligence
1/4 of all marketing leaders have adopted a customer
journey strategy as part of their overall business strategy
Country Profile
Cross-Channel Integration
Top of Mind for Marketing Leaders
Managing the Customer Journey Creating a Shared Customer Experience
Anticipated Growth of Tools and Tech
Top Areas for Increased Digital Spending
Top Marketing Success Measures Top Marketing Priorities Top Marketing Challenges
Salesforce Research
55. 552016 State of Marketing
Salesforce Research
552016 State of Marketing
Appendices
56. 562016 State of Marketing
Salesforce Research
Higher levels of customer engagement
Brand awareness
Social media engagement
30%
29%
25%
High-Performing Teams
Brand awareness
Social media engagement
Higher levels of customer engagement
37%
34%
26%
Moderate-Performing Teams
Brand awareness
Subscriber acquisition and content optimization
Higher levels of customer engagement
45%
37%
22%
Underperforming Teams
Appendix A
Introduction: Priorities, Challenges, and Budgets
Customer engagement is a top priority for high performers. Here we see the three primary marketing priorities divided by performance
level. Across the board, teams strive for higher levels of customer engagement.
57. 572016 State of Marketing
Salesforce Research
Appendix B
Top Marketing Teams Win with a Customer Journey Strategy
For those who haven’t adopted a customer journey strategy, the biggest roadblocks include budget, lack of internal resources, and
an absence of corporate support. Just as top performers have buy-in from their executive teams and marketing-prioritized budgets, lack of
these two support pillars shows the struggle to create a customer journey. Here we see the top reasons why companies have not adopted a
customer journey strategy, divided by performance level.
Not a corporate priority
Not a marketing priority
Time constraints
35%
31%
31%
Budgetary constraints
Not enough internal resources
Not a corporate priority
35%
34%
34%
Not enough internal resources
Not a corporate priority
Budgetary constraints
47%
47%
34%
High-Performing Teams
Moderate-Performing Teams
Underperforming Teams
58. 582016 State of Marketing
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58State of Marketing
Appendix B
Top Marketing Teams Win with a Customer Journey Strategy
To be successful, marketing leaders must view marketing as a primary product they create. Here we see how
marketing leaders rate their business performance versus their direct competitors, divided by performance level.
High-performing vs.
Underperforming Teams
96.3xmore likely to rate overall
business performance as
much stronger than their
direct competitors
Underperformers
High performers
Moderate performers
40%
30%
20%
10%
0%
50%
60%
1%
8%
71%
70%
59. 592016 State of Marketing
Salesforce Research
Underperformers
High performers
Moderate performers
40%
30%
20%
10%
0%
50%
Appendix C
Top Marketing Teams Are Integrating the Customer Experience
Top marketers are 16.4x more likely to excel at creating a single customer view. Here we see the percentage of marketing
leaders who are excellent at creating a single view of the customer, divided by performance level.
High-performing vs.
Underperforming Teams
16.4xmore likely to be
excellent at creating a
single view of the customer
4%
18%
64%
60%
60. 602016 State of Marketing
Salesforce Research
Appendix D
Top Marketing Teams Get Smart with Tech Adoption
On average, high performers use 2.5x more tools and technologies than underperformers. Here we see the average number
of tools and technologies used, divided by performance level.
0 2 4 6 8 10 12 14 16
_
x = 5.10 s = 4.81 _
x = 9.48 s = 5.04
_
x = 12.78 s = 4.36
Moderate-Performing TeamsHigh-Performing Teams Underperforming Teams
X axis: Number of Technologies Being Used
Y axis: Probability
0.00
0.02
0.04
0.06
0.08
0.10
0.12
61. 612016 State of Marketing
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Moderate performers
Appendix E
Real-Time Channel Orchestration Strikes a Chord
Top marketers are 1.5x more likely to say they consider advertising on social platforms to be part of mobile marketing. Here
we see the percentage who consider advertising on social platforms to be part of mobile marketing, divided by performance level.
High-performing vs.
Underperforming Teams
1.5xmore likely to say they
consider advertising on
social platforms to be part
of mobile marketing
Underperformers
High performers
82%
70%
56%
40%
30%
20%
10%
0%
50%
60%
70%
80%
62. 622016 State of Marketing
Salesforce Research
Appendix F
Mobile Momentum Hits a Tipping Point
Seventy-nine percent of marketing leaders agree that mobile marketing is core to their business. Here we see the
percentage that view mobile marketing as core to their business and the reasons why.
79+21+T79%agree that mobile
marketing is core
to their business
50%
57% 29%14%
42% 8%
16% 70% 15%
2016
2015
2014
Mobile marketing is directly linked to our business’ primary revenue source
Mobile marketing is a critical enabler of our products and services
Mobile marketing indirectly impacts our business performance
As Windows OS is gaining marketshare, marketing leaders are pivoting to support mobile apps on this operating system.
Here we see the percentage of marketing leaders supporting each operating system by year.
Android
73+27+R73%
79+21+R79%
2016 2015
iOS
65+35+R65%
77+23+R77%
2016 2015
Windows
64+36+R64%
39+61+R39%
2016 2015
Blackberry
18+82+R18%
20+80+R20%
2016 2015
All data in this section represents respondents who use mobile as part of their marketing strategy.
63. 632016 State of Marketing
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Appendix F
Mobile Momentum Hits a Tipping Point
Popularity doesn’t necessarily translate to impact for mobile campaigns. Here we see the percentage of marketers who rate
each mobile campaign type as effective or very effective, sorted by those most commonly used.
Percentage Rating Each Mobile Campaign Type as Very Effective or Effective
Multimedia messages (MMS) 59%
App-based mobile ads 61%
Mobile ads 62%
Mobile opt-in 70%
Video ads 72%
Promotional content 75%
Exclusive deals 80%
Loyalty 78%
Event or invitation 73%
Welcome series 73%
Birthdays 72%
Location-based campaigns 74%
Customer-onboarding journeys 72%
Holiday 74%
Win back 73%
Cross-sell recommendations 70%
Account-based marketing 71%
Post-purchase onboarding 75%
Post-purchase 75%
Transactional 73%
Anniversary 71%
Employee-onboarding journeys 72%
Web opt-in 72%
Re-engagement 71%
Browse retargeting 75%
Social opt-in 72%
Abandoned cart 72%
Educational 73%
Partner-onboarding journeys 74%
Lead scoring 72%
Lead nurturing 70%
Social selling 73%
Press releases 70%
Newsletter 73%
Email opt-in 71%
Email subscription 70%
All data in this section represents respondents who use mobile as part of their marketing strategy.
64. 642016 State of Marketing
Salesforce Research
Appendix G
Intelligent Email Is Driving Higher Revenue
Eighty percent of marketing leaders agree that email marketing is core to their business. Here we see the percentage who
agree email marketing is core to their business and the reasons why.
80+20+T80%agree that email marketing
is core to their business
49%
42% 42%16%
43% 9%
20% 60% 20%
2016
2015
2014
Email marketing is directly linked to our business’ primary revenue source
Email marketing is a critical enabler of our products and services
Email marketing indirectly impacts our business performance
Top marketing teams send more frequent emails. Here we see how often marketers send emails to the same segment, divided
by performance level.
High-Performing Teams
Moderate-Performing Teams
Underperforming Teams
At least once a day
Two to three times a month
Two to three times a week
At least once a month
At least once a week
Less than once a month
53% 28% 12% 4%
1%
20% 27% 25% 15% 10% 3%
10% 13% 20% 23% 18% 15%
1%
All data in this section represents respondents who use email as part of their marketing strategy.
65. 652016 State of Marketing
Salesforce Research
73%
Appendix G
Intelligent Email Is Driving Higher Revenue
The most commonly used email campaigns aren’t always the most effective. Here we see the percentage of marketers who
rate each email campaign type as effective or very effective, sorted by those most commonly used.
Percentage Rating Each Email Campaign Type as Very Effective or Effective Percentage Currently Using
Web opt-in 71% 52%
Email opt-in 69% 63%
Social opt-in 74% 40%
Mobile opt-in 76% 39%
Welcome series 75% 53%
Exclusive deals 78% 56%
Promotional content 77% 55%
Birthdays 73% 51%
Newsletter 69% 64%
Anniversary 72% 53%
72%Post-purchase 56%
73%Post-purchase onboarding 53%
79%Loyalty 54%
71%Abandoned cart 47%
73%Win back 53%
71%Re-engagement 57%
Transactional 73% 54%
73%Educational 53%
71%Email subscription 63%
Holiday 72% 51%
Cross-sell recommendations 72% 51%
72%Lead nurturing 53%
Event or invitation 75% 59%
Press releases 65% 55%
Social selling 77% 40%
Browse retargeting 46%75%
Video ads 75% 40%
Account-based marketing 73% 53%
Location-based campaigns 73% 47%
Customer-onboarding journeys 74% 53%
Partner-onboarding journeys 75% 49%
Employee-onboarding journeys 74% 50%
Lead scoring 73% 51%
All data in this section represents respondents who use email as part of their marketing strategy.
66. 662016 State of Marketing
Salesforce Research
Appendix H
Social Sees Massive ROI Growth
Eighty-two percent of marketing leaders agree that social media marketing is core to their business. Here we see the
percentage who agree social media marketing is core to their business and the reasons why.
80+20+T82%agree that social media
marketing is core to
their business
48%
25% 66%9%
41% 11%
16% 64% 19%
2016
2015
2014
Social media marketing is directly linked to our business’ primary revenue source
Social media marketing is a critical enabler of our products and services
Social media marketing indirectly impacts our business performance
Top marketing teams are posting more frequently to social channels. Here we see how often marketers post to social
channels to the same segment, divided by performance level.
High-Performing Teams
Moderate-Performing Teams
Underperforming Teams
At least once a day
Two to three times a month
Two to three times a week
At least once a month
At least once a week
Less than once a month
61% 25% 10% 3%
1%
31% 31% 23% 10% 4%2%
15% 24% 22% 17% 13% 9%
1%
All data in this section represents respondents who use social as part of their marketing strategy.
67. 672016 State of Marketing
Salesforce Research
Appendix H
Social Sees Massive ROI Growth
High-performing marketers are more likely to rate social network giants Facebook and Twitter as effective channels. Here
we see the percentage who rate each social media channel as very effective or effective, divided by performance level.
Facebook 45% 81%
Twitter 37% 73%
Google+ 30% 71%
YouTube 43% 73%
Instagram 34% 73%
LinkedIn 47% 69%
WhatsApp 53% 73%
Snapchat 41% 70%
Pinterest 33% 66%
Tumblr 36% 65%
Podcasts 29% 68%
Reddit 33% 66%
Flickr 33% 66%
Vine 30% 64%
Vimeo 33% 67%
Tagged 39% 70%
Line 37% 69%
Medium 43% 67%
SlideShare 47% 68%
Periscope 41% 67%
96%
95%
92%
93%
91%
90%
89%
89%
90%
89%
86%
86%
88%
87%
87%
90%
89%
88%
90%
87%
Moderate-performing teams High-performing teamsUnderperforming teams
All data in this section represents respondents who use social as part of their marketing strategy.
68. 682016 State of Marketing
Salesforce Research
Appendix I
Advertising Accelerates on Social Platforms
A majority of marketing leaders are increasing ad spending. Here we see the percentage who plan to
increase spending across digital advertising channels.
Advertising on social platforms 65%
Social platform video advertising 63%
Video advertising 62%
Display or banner ads 58%
Native advertising 54%
A large majority of marketers use data to segment or target advertising. Here we see the types of data
marketers use to segment digital ads.
91+9+T91%use data to segment or
target advertising
52%
11%
10%
10%
7%
5%
5%
Customer, demographic, and website activity data
Customer and demographic data
Customer and website activity data
Demographic and website activity data
Customer data only
Demographic data only
Website activity data only
All data in this section represents respondents who use digital advertising as part of their marketing strategy.
69. 692016 State of Marketing
Salesforce Research
692016 State of Marketing
Survey
Demographics
70. Survey
Demographics
Company Type
Business-to-business
Business-to-consumer
Business-to-business-to-consumer
Industry
Consumer products and retail
High tech
Professional services
Engineering, construction, and real estate
Financial services
Education
Media and communications
Hospitality, travel, and transportation
Healthcare and life sciences
Manufacturing
Public sector
Automotive
Agriculture and mining
Energy
Other
Company Size
Small (1–100 employees)
Mid-sized (101–3,500 employees)
Enterprise (3,501+ employees)
29%
26%
45%
14%
11%
11%
9%
9%
8%
8%
6%
5%
5%
4%
3%
2%
2%
4%
39%
44%
17%
32%
11%
11%
10%
10%
9%
8%
7%
1%
1%
30%
18%
43%
9%
27%
16%
5%
7%
23%
19%
3%
Country
United States
Canada
United Kingdom
Germany
Japan
Brazil
Australia
France
Netherlands
Nordics (Denmark, Norway, Finland, Sweden)
Region
EMEA
APAC
NAM
SAM
Role
Owner or equivalent
CEO
CMO
Vice president
Director or equivalent
Team leader, supervisor, or manager
Marketing analyst
702016 Survey Demographics
Salesforce Research