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State of Marketing Today – Salesforce Study

11 Jan

As we know, marketing is always evolving. And this is due to the Internet, social media, smarter shoppers, etc. With that in mind, let’s consider the state of marketing today – Salesforce study. Then, see what we can learn.

First, check out these related posts:


State of Marketing Today – Salesforce Study

When studying the state of marketing today, there are many factors to consider. In our view, they include the following. Changing consumer demographics and lifestyles. Also, changing shopping behavior. The use of digital media and technology. The Internet of Things. The decline of traditional media. Global competition. The availability of big data. Competition between bricks and clicks. And much more!

For a good overview, we turn to the state of marketing today – Salesforce study . As Salesforce notes at the report’s sign up page:

“Learn how customer experience is reshaping marketers’ mindsets in our survey of 3,500 marketing leaders worldwide. In the study, we explore these topics. Shifting priorities that spark organizational change. Marketing technology that makes waves across the broader business. And how AI raises the bar for 1-to-1 marketing and efficiency.”

You may also click the report cover to access the FREE sign up. Moreover, this is a 50-page report.

Below the image, we note some Salesforce conclusions.

State of Marketing Today - A Salesforce Study

Salesforce’s Major State of Marketing Conclusions

  • In general, “high-performing marketing teams represent 12% of the survey population. Those surveyed include B2B, B2C, and B2B2C teams.”

State of Marketing Today - Salesforce Study

  • As noted in the executive summary, there are four takeaways.

(1) “Marketers Move to Evolve Journeys, but Data Woes Linger. Even now, marketers still wrestle with gaining a single customer view. In addition, there are elevated customer expectations and newer channels. While high-performers better coordinate marketing across channels, most others fail to adapt messages.”

(2)Shifting Priorities Spark Organizational Change. With the flood of customer data, firms are rethinking everything from job roles to how marketing functions. From account-based marketing to closer alignment with customer service, top marketers are change agents.”

(3) “Marketing Tech Makes Waves. In general, marketers expect use of marketing technologies to skyrocket. And high-performers tend to be heavier tech users. Most of them report that  current tech does this. It aids collaboration. It increases productivity. And it drives a cohesive view of data. Also, top teams cite data management as key for 1-to-1 marketing across each touchpoint.”

(4) “Marketing Embraces the AI Revolution. AI is the technology where marketers expect the most growth. Internally, marketers view AI as way to create more efficiency. For customers, most marketers want get more from their data and ramp up personalization without burdening their teams.”


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