Professional Documents
Culture Documents
State of
Marketing
Insights and trends from 3,500 global marketing leaders
About This Report State of Marketing 2
Moderate performers
either are very or moderately
satisfied with their current
outcomes realized as a direct
result of their companys
marketing investment or are
extremely satisfied with it but
not with their marketing
performance compared
to their competitors
76%
12% 12%
Salesforce Research
Table of Contents State of Marketing 4
Executive Summary...................................................................................................................................................... 5
Country Profiles............................................................................................................................................................. 27
Appendices..................................................................................................................................................................... 37
Survey Demographics.................................................................................................................................................. 48
Salesforce Research
Executive Summary State of Marketing 5
Todays companies compete Marketers Move to Evolve Journeys, but Data Woes Linger
01
on the basis of customer (See page 8)
experience and marketers On the path to delivering connected customer experiences, marketers continue to wrestle with gaining
feel called to lead the charge. a single view of the customer and leveraging data from different sources. The difficulty of gaining this
single customer view is compounded by elevated customer expectations and the tremendous growth of
But what does it take to newer marketing channels. While high-performing teams are better at coordinating marketing across
deliver a well-executed channels, a majority fail to evolve their message from one channel to the next.
customer experience?
Shifting Priorities Spark Organizational Change
A majority agree this is 02 (See page 14)
the endgame, but progress With the rising flood of available customer data, companies are rethinking everything from job roles to
toward that goal runs how marketing functions in the broader organization. From account-based marketing to closer alignment
the gamut. with customer service, top marketers are change agents staying ahead of the curve.
Artificial intelligence (AI) is the leading technology where marketers expect the most growth in the next
two years. Internally, marketers view AI as a means of creating more efficiency in their operations. For
customers, most marketers see it as a way to get more from their data and ramp up personalization
without burdening their teams.
Salesforce Research
Introduction State of Marketing 6
Last years State of Marketing research Marketers Compete Based on Customer Experience
established customer experience as a significant
marketing focus. Its common for todays marketers High-performing marketers are more likely to compete based on customer experience and to lead
to look beyond the traditional marketing scope to those efforts across their company.
understand and influence customers interactions
with their company as a whole.
Percentage of Marketing Leaders Who Strongly Agree High Performers vs.
or Agree with the Following Statements Underperformers
But beyond focusing on customer experience,
marketing leaders are now battling over it.
86%
Customer experience is central to their go-to-
market strategy, in how they aim to win new
Marketing is increasingly competing
69% 2.0x
more likely
on the basis of customer experience
43%
customers, and in how theyre keeping current
customers happy.
Marketing is leading customer 89%
experience initiatives across
the business
66% 2.7x
more likely
33%
Over the past 18 months, 64% of marketing Customers Will Walk If Experiences Arent Personalized
leaders say their company has become more
focused on providing a consistent experience In a separate study of over 7,000 consumers and business buyers worldwide, a majority of
across every channel as a result of changing customers said they would switch brands or vendors if communications werent personalized.*
customer expectations. This begs the obvious
question, Why?
52% 65%
consumers and business buyers alike. While
more than half (52%) of consumers are likely
to switch brands if a company doesnt make an
effort to personalize communications to them, of consumers are likely to switch of business buyers are likely
65% of business buyers say the same about brands if a company doesnt to switch brands if a vendor
vendor relationships.* personalize communications to them doesnt personalize communications
to their company
Marketers have historically walked a thin line
between wanting to personalize communications
but not wanting to pry too far into customers
personal data. But the tides are changing, and
consumers are more willing to trade data for
better experiences. Among Millennial consumers,
58% will share personal data in exchange for
product recommendations that meet their needs
(as will 52% of Gen X consumers). Business
buyers also want deeper relationships; 89%
expect companies to understand their business
needs and expectations.*
* State of the Connected Customer, Salesforce Research, October 2016. Salesforce Research
01 Marketers Move to Evolve Journeys, State of Marketing 8
1
customer and leveraging data from different
sources. For underperforming teams that Creating a shared, single Budgetary Budgetary
view of the customer constraints constraints
arent quite as far down this path, they struggle
more with foundational issues such as budget
restrictions and outdated technologies.
3 Budgetary
constraints
Insufficient internal
resources
Difficulty leveraging data
from different sources
Salesforce Research
01 Marketers Move to Evolve Journeys, State of Marketing 9
Over the past two years, weve seen an explosion 204% Video advertising 141% Video advertising
two-year growth two-year growth
in the use of newer channels like video
advertising, SMS, mobile apps, and native
advertising/sponsored content. The percentage
of both B2B and B2C marketers using video 197% SMS/text messaging 106% Email marketing
two-year growth two-year growth
advertising, for example, has risen by triple digits
over the last two years.
But for high-performing marketing teams, Volume of Channel Coordination by Performance Level*
channel discussions focus more on how than
how many. Driven by customers expectations 43% 47% 11%
to be consistently recognized and remembered High performers
across every interaction, top marketers pay special
attention to how theyre coordinating marketing 16% 69% 15%
Moderate performers
across channels, not just how many channels
they touch. 3% 58% 38%
Underperformers
rise, static messages can give the impression that 29% 49%
Customer communities
a company doesnt see customers as individuals.
For example, if a customer has already purchased 28% 53%
Video advertising
a necklace via an email offer, but continues to
27% 51%
see the exact same necklace advertised on Mobile marketing
social platforms, the customer could infer that
27% 51%
the company doesnt know (or care) that she Paid search
already purchased the item and doesnt value 25% 54%
her business. Display/banner ads
25% 54%
Native advertising/sponsored content
High performers are twice as likely as
underperformers to evolve messages across 25% 53%
Organic search
channels but still only 43% currently do.
Leveraging customer data to deliver Messages evolve across channels based on customer actions
hyper-relevant experiences takes a new level Identical messages are broadcast across channels
of marketing intelligence, which section 4
covers in more detail (see page 23).
Salesforce Research
01 Marketers Move to Evolve Journeys, State of Marketing 12
Salesforce Research
Spotlight State of Marketing 13
Email lands a top-five place among channels Email Plus Equals Awareness, Engagement, and Acquisition
exhibiting the highest growth over the last two
years (83% growth). A closer look reveals the Combining email with a myriad of other marketing channels delivers exponential benefits.
impact of combining email with other channels. Marketers report higher levels of awareness, engagement, and acquisition.
The three biggest benefits cited are improved
awareness, higher rates of customer engagement, Top Three Benefits of Combining Email with Other Marketing Channels
and improved customer acquisition.
IMPROVED
IMPROVED IMPROVED
CUSTOMER
AWARENESS ENGAGEMENT
ACQUISITION
Salesforce Research
02 Shifting Priorities Spark Organizational Change State of Marketing 14
Marketers tectonic shift toward customer Marketing Roles Are Transforming to Reflect Customer Focus
experience is having a ripple effect on roles
within the marketing department. Over the past High performers realize that traditional marketing roles may not meet heightened
1218 months, 61% of marketers say theyve customer demands, and are more likely to make the necessary changes.
become more focused on evolving from a
traditional marketing structure to roles aligned
with a customer journey strategy. Recent years Percentage of Marketing Leaders Who High Performers vs.
have introduced a slew of new positions, ranging Strongly Agree or Agree with the Following Underperformers
from customer experience analyst to lifecycle
Our business is aligning marketing
marketing manager. roles to a customer journey strategy 89%
vs. traditional roles (e.g., by marketing
channel/function)
62% 2.4x
more likely
Fifty-nine percent of marketing leaders say that 37%
traditional marketing roles limit their ability to
engage customers. Top marketing teams are High performers Moderate performers Underperformers
Salesforce Research
02 Shifting Priorities Spark Organizational Change State of Marketing 15
Beyond influencing changes within marketing, Marketings Place in the Broader Organization Is Also Shifting
customer journey strategies are upending
marketings role in the broader business. Top teams are happier with the collaboration between marketing and other departments
Sixty-four percent of marketing leaders (e.g., sales, service, IT).
believe customer journey strategies require
organizational shifts for example,
redefining how sales, service, and marketing
teams work together. 93%
3.7x
While 73% of marketers with a CRM system High performers
use it for a shared customer view between their Moderate performers
service and sales teams, more than a quarter 25%
more likely to say theyre extremely Underperformers
dont creating a rift in how those teams view or very satisfied with their
their customer data, and ultimately hindering collaboration with other departments
60%
Salesforce Research
02 Shifting Priorities Spark Organizational Change State of Marketing 16
Digging deeper into the collaboration habits of Top Marketers Align Closely with Sales Teams
high performers, theyre at least twice as likely as
underperformers to align with sales teams in a Given that top teams number one challenge to creating a customer experience is getting a shared,
variety of ways. For top teams, this alignment single view of the customer, the need for marketing and sales alignment is at a peak.
starts by being empowered to collaborate with
sales, sharing common goals and metrics, and
Percentage of Marketing Leaders Who Strongly Agree or Agree High Performers vs.
understanding how their efforts impact individual with the Following Statements about Their Relationships with Sales Underperformers
accounts and customers.
92%
Winning marketing teams keep close tabs on I understand how marketings efforts
impact individual accounts/customers
70% 2.0x
more likely
their sales counterparts needs, and value two- 45%
way communication. High performers are 90%
2.2x more likely than underperformers to say Marketing consistently provides
sales with quality leads
70% 2.2x
more likely
marketing consistently provides sales with quality 41%
leads and 2.1x more likely to say sales regularly 91%
provides key insights that shape marketing efforts. Marketing and sales are
empowered to collaborate
69% 2.0x
more likely
45%
91%
Marketing and sales share
common goals and metrics
69% 2.1x
more likely
42%
89%
Marketing understands what
sales needs to succeed
68% 2.0x
more likely
45%
91%
Sales regularly provides key insights
that shape marketing efforts
67% 2.1x
more likely
43%
Marketing shares data insights 90%
(e.g., channel usage, campaign
effectiveness)
67% 2.1x
more likely
42%
High performers Moderate performers Underperformers
Salesforce Research
Spotlight State of Marketing 17
Account-Based Marketing
Helps Personalize to B2B
Audiences B2B Marketers Take a Closer Look at Personas
Over the past 18 months, 60% of B2B marketers have become more focused on improving
As previously stated, business buyers show even audience segmentation and personas.
higher expectations for personalization than
Percentage of B2B Marketing Leaders Who High Performers vs.
consumers. However, in a B2B marketing scenario Strongly Agree or Agree with the Following Statements* Underperformers
where your decision-maker is not an individual
but a group, how do you achieve that level of 93%
personalization? This issue is one that account- Marketing and sales share
common goals and metrics
69% 2.1x
more likely
based marketing (ABM) aims to solve. ABM is 45%
the practice of marketing and directing content 92%
to targeted accounts, instead of a traditional I understand how marketings efforts
impact individual accounts/customers
70% 2.1x
more likely
top-of-funnel approach. 44%
The success of ABM hinges on a healthy High performers Moderate performers Underperformers
60%
efforts impact individual accounts.
As with successful sales partnerships, high- Service and Marketing Unite for Consistent Customer Experiences
performing marketing and service teams align
to ensure a more consistent experience for Top marketing teams are more than twice as likely as underperformers
customers. Top teams are 2.2x more likely than to collaborate with their service counterpart.
underperformers to alert service to special offers
and promotions and 2.5x more likely to say Percentage of Marketing Leaders Who Strongly Agree or Agree High Performers vs.
service alerts them to suppress marketing when with the Following Statements about Their Relationships with Service Underperformers
theres a known issue.
90%
Since a companys brand is often defined as the Marketing and service collaborate
on a regular basis
66% 2.1x
more likely
sum of all conversations happening, the role of 42%
service in branding cannot be overstated. Most
87%
service professionals, in fact, feel that service has
the largest impact on how customers perceive
Marketing alerts service to special
promotions and offers
67% 2.2x
more likely
39%
their brand.* Regardless of whether marketing
agrees with that sentiment, the takeaway is that 89%
brand reputation depends on collaboration
Marketing and service share
common goals and metrics
64% 2.3x
more likely
between these departments. 39%
Service collaborates with marketing 88%
Thanks to the boom in social media, 65% of to manage and respond to social
inquiries and issues
64% 2.4x
more likely
marketers agree that customers broadcast 37%
positive experiences more publicly than they
did five years ago (and 61% say the same 81%
about negative experiences). To accommodate
Marketing is suppressed when a
customer has an open service case
55% 2.5x
more likely
33%
changing customer behaviors, 64% of marketing
teams work in tandem with service to manage High performers Moderate performers Underperformers
social inquiries and issues.
While marketing teams navigate organizational Emerging Tech Expected to Gather Speed in the Near Term
change in the pursuit of a connected customer
experience, marketing technology plays a Over the next two years, AI and IoT/connected devices are expected to rack up the
prominent role behind the scenes. Marketers highest growth in usage among marketers.
ability to orchestrate touchpoints in a journey
is as much a technology challenge as a Percentage of Marketing Leaders Who Use or Plan to Use Anticipated
teamwork challenge. the Following Tools or Technology over the Next Two Years* YoY Growth
* This is a partial list. Please refer to the Appendix for complete data. Salesforce Research
03 Marketing Tech Makes Waves State of Marketing 20
Leading teams also lean more heavily on an array High Performers Rely on Tech Stack for Collaboration and Productivity
of marketing technology. High performers report
using, on average, 15 out of the 17 tools and Top marketers see better results from their current tools and technologies. More than eight out of 10
technologies included in this survey compared high performers say their current tech stack is very effective at achieving the following attributes.
to only eight for underperformers. This means
top teams are 14x more likely to be heavy tech Percentage Who Say Their Current Technology Stack
adopters. Even though top teams are using more Is Extremely or Very Effective at Delivering the Following*
technologies, theyre making a greater effort to
ensure the end messages theyre sending
customers are more coordinated between
Collaboration across the business
(e.g., across sales, service, and marketing)
30% 56% 88% 3.0x
more likely
channels, as covered in section 1.
Collaboration across marketing functions
27% 55% 88% 3.2x
more likely
Zooming in on the specifics of their technology
stack, top teams current tools are significantly 36% 61% 86% 2.4x
more effective. For instance, high performers are Increased productivity more likely
3x more likely than underperformers to say their
current tech stack is very effective at driving Better analytic insights
31% 59% 86% 2.8x
more likely
collaboration across the business (e.g., sales,
service, and marketing). Theyre also 2.4x more Improved marketing efficiencies 32% 58% 86% 2.6x
likely to say their current tech stack is very (e.g., automating tasks, etc.) more likely
* This is a partial list. Please refer to the Appendix for complete data. Salesforce Research
03 Marketing Tech Makes Waves State of Marketing 21
With 1-to-1 marketing as the ultimate goal, Tools and Technologies Most Essential to 1-to-1 Marketing
which technologies do marketers find essential
to achieving it? For survey purposes, 1-to-1 High performers report that a DMP is their most essential technology for delivering personalized
marketing was defined as marketing strategies customer interactions. Marketing analytics/measurement tools maintain a strong presence among
all performance groups.
emphasizing personalized interactions with
customers to foster greater loyalty and better
return on marketing investment. Assessing overall
rankings, the top two that are most essential to Most Essential Tools and Technologies to Create
1-to-1 Marketing across Every Touchpoint
delivering this are CRM and marketing analytics/
measurement tools.
High Performers Moderate Performers Underperformers
However, looking at performance level reveals
an interesting mix. Top marketers say the most
essential technology to achieving 1-to-1
marketing is a DMP, defined as a centralized
1 Data management
platform
Customer relationship
management system
Data targeting and
segmentation
2
data from disparate sources. By comparison,
Customer relationship Marketing analytics/ Marketing analytics/
underperformers focus on data targeting and
management system measurement tools measurement tools
segmentation implies theyre not as mature in
their 1-to-1 strategies.
Purpose-driven marketing is on the minds of more marketers, but it brings its own challenges.
The main hang-up is that marketing leaders dont want to risk sending a message that could
The right technology can empower marketers polarize their audiences.
to drive 1-to-1 connections but the tech itself
is still just a vehicle. The message thats being
delivered matters more than ever. Top Issues Hindering Marketing Teams from Delivering Purpose-Driven Marketing
1
what a company stands for and how it behaves
as a corporate citizen. Recent research has shown We dont want to risk putting out a message that polarizes our audiences
that 60% of consumers are likely to switch
brands if a company isnt socially responsible*
2
and 80% of business professionals believe
companies have a responsibility to go beyond Unsure how to connect our values to our marketing strategy
profit to make an impact on society.**
3
This shift is why more marketers are talking
about purpose-driven marketing defined in Insufficient executive buy-in
the survey as any positioning that represents an
organizations greater purpose and beliefs. For
examples, look no further than recent Super Bowl
ads from international brand giants.
50%
Salesforce Research
04 Marketing Embraces the AI Revolution State of Marketing 24
Growth in AI has been established but what AI Expected to Transform Marketing Efficiencies and Personalization
are the particular uses where marketers think
AI will pack a punch? Over the next five years, Internally, marketers see AI as a means of creating more efficiency in their operations. In terms of
most marketers think AI will substantially customer-facing benefits, most view AI as a way to get more from their data and personalize their
marketing without burdening their teams.
impact their capacity for improving efficiency
and advancing personalization (see chart).
Areas Where Marketing Leaders Expect AI Will Have a Substantial
Among marketers who already use AI, 64% or Transformational Impact on Their Business over the Next Five Years
say it has greatly or substantially increased their
Productivity of marketers 59%
overall marketing efficiency.
Campaign analytics 59%
Improving
Efficiency
Digital asset management 59%
Salesforce Research
04 Marketing Embraces the AI Revolution State of Marketing 25
A separate survey found that only 26% of Roadblocks on the Path to More Intelligent Marketing
business leaders (including marketing, sales,
and service) have complete confidence in their While top marketing teams have privacy and data concerns around initiating AI, underperformers
organizations ability to define an AI business lack a defined AI strategy and the skill sets to back it up.
strategy.* AI interest persists, but many are
grappling with what it means for their business.
And while AI is on the tip of marketers tongues, Primary Roadblocks Marketing Leaders Face in Executing an AI Strategy
roadblocks still exist.
1
more likely to say their AI challenges include Customer privacy Budgetary Budgetary
customer privacy concerns or wrangling concerns constraints constraints
data stored in separate systems. Meanwhile,
moderate and underperforming teams say
2
that their AI strategies are thwarted by budget
constraints and lack of internal skill sets. Budgetary Customer privacy No defined AI
constraints concerns business strategy
3
Lacking the right Lacking the right
Data is stored in
disparate systems internal skill set internal skill set
(e.g., too few data scientists) (e.g., too few data scientists)
High Performers vs. High Performers vs. High Performers vs. High Performers vs.
Underperformers Underperformers Underperformers Underperformers
2.4x
more likely to align marketing roles
4.2x
more likely to be satisfied with their
3.1x
more likely to extensively use
12.8x
more likely to heavily coordinate
to a customer journey strategy ability to leverage customer data to artificial intelligence (AI) marketing efforts across channels
create more relevant experiences
Country Profiles*
Salesforce Research
* Please keep in mind that cultural bias impacts survey results across regions.
Country Profile State of Marketing 28
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
say a connected customer journey across all touchpoints and channels Tools and Tech Most Essential to 1-to-1 Marketing
78% positively impacts revenue growth
1 2 3
Customer relationship
management (CRM) Marketing analytics/ Data management
system measurement tools platform (DMP)
say a connected customer journey across all touchpoints and channels
78% positively impacts customer loyalty
of marketers say their current tech stack is extremely or very effective at
70% increasing productivity and delivering better analytic insights
1 2 3
of marketers say their current tech stack is extremely or very effective at providing a
Insufficient internal
Outdated tools/tech and
creating a shared, single 68% more cohesive view of customer data and delivering more efficient spending
Budgetary constraints resources view of the customer
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 25%
71% vs. traditional roles (e.g., by marketing channel/function) 48% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 61% create 1-to-1 marketing across every touchpoint
70% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
69%
Lacking the right internal
engage customers across channels at scale Customer privacy skill set (e.g., too few data
Budgetary constraints concerns scientists)
Salesforce Research
Country Profile State of Marketing 29
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
say a connected customer journey across all touchpoints and channels Tools and Tech Most Essential to 1-to-1 Marketing
69% positively impacts revenue growth
1 2 3
of marketers say their current tech stack is extremely or very effective at
Difficulty leveraging data 56% improving marketing efficiencies (e.g., automating tasks, etc.)
Budgetary constraints Too many channels from different sources
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 27%
60% vs. traditional roles (e.g., by marketing channel/function) 49% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 52% create 1-to-1 marketing across every touchpoint
55% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
57% engage customers across channels at scale No defined business Customer privacy
Budgetary constraints strategy for AI concerns
Salesforce Research
Country Profile State of Marketing 30
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
say a connected customer journey across all touchpoints and channels Tools and Tech Most Essential to 1-to-1 Marketing
84% positively impacts customer loyalty
1 2 3
of marketers say their current tech stack is extremely or very effective at
Difficulty leveraging data Creating a shared, single 75% increasing productivity and improving collaboration across the business
Budgetary constraints from different sources view of the customer
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 35%
81% vs. traditional roles (e.g., by marketing channel/function) 49% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 67% create 1-to-1 marketing across every touchpoint
73% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
75% engage customers across channels at scale Customer privacy No defined business
Budgetary constraints concerns strategy for AI
Salesforce Research
Country Profile State of Marketing 31
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
say a connected customer journey across all touchpoints and channels Tools and Tech Most Essential to 1-to-1 Marketing
73% positively impacts revenue growth
1 2 3
Customer relationship
management (CRM) Marketing analytics/
system measurement tools Social listening tools
say a connected customer journey across all touchpoints and channels
73% positively impacts customer satisfaction (CSAT) scores
of marketers say their current tech stack is extremely or very effective at
63% increasing productivity
1 2 3
of marketers say their current tech stack is extremely or very effective at
Difficulty leveraging data Creating a shared, single 58% delivering more efficient spending
Budgetary constraints from different sources view of the customer
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 28%
60% vs. traditional roles (e.g., by marketing channel/function) 48% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 53% create 1-to-1 marketing across every touchpoint
61% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
61%
Lacking the right internal
engage customers across channels at scale Customer privacy skill set (e.g., too few data
Budgetary constraints concerns scientists)
Salesforce Research
Country Profile State of Marketing 32
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
say a connected customer journey across all touchpoints and channels Tools and Tech Most Essential to 1-to-1 Marketing
78% positively impacts customer loyalty
1 2 3
Guided selling (e.g.,
Marketing analytics/ opportunity ranking by
measurement tools potential value) Social listening tools
say a connected customer journey across all touchpoints and channels positively
74% impacts customers willingness to recommend their products and services
of marketers say their current tech stack is extremely or very effective at
63% delivering better analytic insights
1 2 3
of marketers say their current tech stack is extremely or very effective at
Insufficient internal Difficulty leveraging data 62% improving collaboration across marketing functions
Budgetary constraints resources from different sources
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 26%
66% vs. traditional roles (e.g., by marketing channel/function) 60% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 61% create 1-to-1 marketing across every touchpoint
66% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
67% engage customers across channels at scale Customer privacy Its not a marketing
Budgetary constraints concerns priority
Salesforce Research
Country Profile State of Marketing 33
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
say a connected customer journey across all touchpoints and channels Tools and Tech Most Essential to 1-to-1 Marketing
68% positively impacts customer satisfaction (CSAT) scores
1 2 3
Guided selling (e.g., Customer relationship
opportunity ranking by Marketing analytics/ management (CRM)
potential value) measurement tools system
say a connected customer journey across all touchpoints and channels
67% positively impacts customer loyalty
of marketers say their current tech stack is extremely or very effective at
65% providing a more cohesive view of customer data
1 2 3
of marketers say their current tech stack is extremely or very effective at
Disconnected tools/tech
across the business 61% delivering more efficient spending
Outdated tools/tech (e.g., disparate systems) Too many channels
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 29%
57% vs. traditional roles (e.g., by marketing channel/function) 48% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 57% create 1-to-1 marketing across every touchpoint
61% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
57%
Lacking the right internal
engage customers across channels at scale Customer privacy skill set (e.g., too few data
Budgetary constraints concerns scientists)
Salesforce Research
Country Profile State of Marketing 34
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
say a connected customer journey across all touchpoints and channels positively Tools and Tech Most Essential to 1-to-1 Marketing
62% impacts customers willingness to recommend products and services
1 2 3
Customer relationship
management (CRM) Mobile campaign
Social publishing tools system management
say a connected customer journey across all touchpoints
62% and channels positively impacts overall customer engagement
of marketers say their current tech stack is extremely or very effective at
55% delivering better analytic insights
1 2 3
of marketers say their current tech stack is extremely or very effective at
Difficulty leveraging data Outdated organizational 54% improving marketing efficiencies (e.g., automating tasks, etc.)
Budgetary constraints from different sources structure
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 31%
58% vs. traditional roles (e.g., by marketing channel/function) 54% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 49% create 1-to-1 marketing across every touchpoint
52% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
47%
Lacking the right internal
engage customers across channels at scale skill set (e.g., too few data Data is stored in disparate
Budgetary constraints scientists) systems
Salesforce Research
Country Profile State of Marketing 35
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
of marketers strongly agree or agree that a connected customer journey across Tools and Tech Most Essential to 1-to-1 Marketing
68% all touchpoints and channels positively impacts overall customer engagement
1 2 3
Customer relationship
management (CRM) Marketing analytics/ Mobile campaign
system measurement tools management
of marketers strongly agree or agree that a connected customer journey across
67% all touchpoints and channels positively impacts revenue growth
of marketers say their current tech stack is extremely or very effective at
62% increasing productivity
1 2 3
of marketers say their current tech stack is extremely or very effective at
Difficulty leveraging data Creating a shared, single 57% improving collaboration across marketing functions
Budgetary constraints from different sources view of the customer
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 23%
61% vs. traditional roles (e.g., by marketing channel/function) 59% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 58% create 1-to-1 marketing across every touchpoint
58% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
60%
Lacking the right internal
engage customers across channels at scale Customer privacy skill set (e.g., too few data
concerns Budgetary constraints scientists)
Salesforce Research
Country Profile State of Marketing 36
Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
of marketers strongly agree or agree that a connected customer journey across Tools and Tech Most Essential to 1-to-1 Marketing
52% all touchpoints and channels positively impacts revenue growth
1 2 3
of marketers say their current tech stack is extremely or very effective at
Insufficient internal
Disconnected tools/tech
across the business 43% increasing productivity
Budgetary constraints resources (e.g., disparate systems)
of marketers say theyre aligning marketing roles to a customer journey strategy of marketers say they use AI extensively or on a limited basis with another 20%
43% vs. traditional roles (e.g., by marketing channel/function) 44% piloting or planning to use within two years
of marketers who use AI say its absolutely or very essential in helping their company
of marketers are extremely or very satisfied with their 55% create 1-to-1 marketing across every touchpoint
38% collaboration with other departments (e.g., sales, service, IT)
1 2 3
of marketers are extremely or very satisfied with their ability to
36% engage customers across channels at scale Customer privacy No defined business
Budgetary constraints concerns strategy for AI
Salesforce Research
Appendices
Salesforce Research
Appendix A State of Marketing 38
Marketers plan to increase spend for social more than any other channel. Although social media marketing
tops the list of spend for all marketers, other top areas of spend vary by performance level.
66%
Social media
66%
Advertising on
65% Website
marketing social platforms
1 Social media
marketing
Social media
marketing
Social media
marketing
2 Advertising on
social platforms
Advertising on
social platforms
Website
3 Video
advertising
Mobile apps Advertising on
social platforms
Salesforce Research
Appendix A State of Marketing 39
Top teams are happier with their journey capabilities. High-performing marketers are better able to
create a shared, single view of the customer and personalize experiences across business units.
Percentage of Marketing Leaders Who Say Theyre Extremely Satisfied High Performers vs.
or Very Satisfied with Their Ability to Do the Following Underperformers
93%
Create a shared, single view
of the customer
58% 3.8x
more likely
24%
Create personalized omni-channel
customer experiences across all
93%
business units (e.g., sales, service,
marketing)
59% 4.5x
more likely
21%
High performers Moderate performers Underperformers
Salesforce Research
Appendix B State of Marketing 40
Several channels experienced triple-digit growth over the past two years. B2B marketers are playing catch-up on their use
of channels considered the domain of B2C companies, for example, video advertising and SMS/text messaging.
Percentage Growth in Actual Channel Use over the Past Two Years (20152017) B2B* B2C
Social platforms remain a mainstay for marketers. However, mobile channels like SMS and apps
will see substantial growth over the next year.
75% 17%
Advertising on social platforms
83% 13%
Website
64% 23%
Mobile apps
66% 21%
Video advertising
72% 17%
Content marketing
72% 17%
Display/banner ads
67% 20%
Customer communities
75% 14%
Email marketing
59% 20%
Mobile text messaging (SMS)
63% 21%
Paid search
68% 20%
Native advertising/sponsored content
64% 20%
Organic search
Salesforce Research
Appendix B State of Marketing 42
Extent to Which Marketers Coordinate Messages High Performers vs. Top teams are more likely to evolve their
in the Following Channels with Other Channels Underperformers marketing messages across channels. Still, the
percentage of those doing so is relatively low and
48%
32% 50%
36%
1.9x shows room to improve.
more likely
Social media marketing 25% 51% to evolve
39%
23% 56%
43%
1.8x
more likely
Display/banner ads 23% 53% to evolve
37%
23% 54%
45%
1.8x
more likely
Organic search 20% 52% to evolve
43% 39%
23% 54%
1.8x
more likely
Paid search 24% 49% to evolve
45% 38%
26% 52%
2.2x
more likely
Customer communities 20% 46% to evolve
47% 39%
27% 53%
2.2x
more likely
Email 21% 52% to evolve
46% 40%
29% 51%
2.4x
more likely
Website 19% 54% to evolve
41% 42%
26% 52%
2.2x
more likely
Mobile marketing 18% 52% to evolve
41% 43%
Native advertising/ 23% 55%
2.6x
more likely
sponsored content 16% 61% to evolve
43% 40%
Advertising on social 28% 54%
2.0x Messages evolve across channels based on customer actions
more likely
platforms 22% 53% to evolve High performers Moderate performers Underperformers
40% 42%
26% 55%
1.8x Identical messages are broadcast across channels
more likely
Video advertising 22% 50% to evolve High performers Moderate performers Underperformers
Salesforce Research
Appendix B State of Marketing 43
High performers use nearly twice the number of channels as underperformers. However, those messages
dont live in a vacuum and are more likely to be coordinated across channels as discussed in section 1.
.10
.08
.06
.04
.02
44% 52% 4%
High performers Heavy adoption Moderate adoption Minimal adoption
17% 71% 12%
Moderate performers
3% 61% 36%
Underperformers
* Heavy adoption is defined as the use of all 13 of the channels defined. Salesforce Research
Moderate adoption is defined as the use of 612 of the channels defined.
Minimal adoption is defined as the use of 05 of the channels defined.
Appendix C State of Marketing 44
Modern marketing is dependent on relationships between business units. Sixty-nine percent of marketing teams share
common goals and metrics with sales teams; 64% say the same for customer service.
AI leads the charge in marketing-tech anticipated usage rates with 53% growth. However, across all tools and
technologies surveyed, growth rates remain healthy.
Currently use
Marketing analytics/measurement tools 75% 17% +23%
Plan to use
Customer relationship management (CRM) 73% 18% +25%
Email campaign management 73% 17% +23%
Social publishing tools 72% 18% +25%
Content management platform 72% 18% +25%
Internal collaboration tools (e.g., messaging apps, internal social networks) 71% 18% +25%
Data targeting and segmentation 70% 19% +27%
Data management platform (DMP) 70% 19% +28%
Guided selling 68% 20% +29%
Customer identity and access management (CIAM) 68% 20% +30%
Mobile campaign management 68% 20% +30%
Marketing automation platform 67% 21% +31%
Social listening tools 67% 20% +31%
Internet of Things (IoT)/connected devices 66% 23% +34%
Loyalty program platform 66% 20% +30%
Lead nurturing and scoring tools 66% 20% +30%
Artificial intelligence 51% 27% +53% Salesforce Research
Appendix D State of Marketing 46
High performers are using twice the number of tools and technologies as underperformers. Top teams are 14x more
likely than underperformers to be heavy tech adopters.
.14
Mean = 14.7
.12 Standard Deviation = 3.37
Mean = 11.8
Standard Deviation = 4.40
.10
Mean = 7.5
Standard Deviation = 4.83
.08
.06
.04
.02
.00
High performers Moderate performers Underperformers
0 2 4 6 8 10 12 14 16
43% 54% 3%
High performers Heavy adoption Moderate adoption Minimal adoption
17% 71% 13%
Moderate performers
3% 58% 38%
Underperformers
* Heavy adoption is defined as the use of all 17 of the channels defined. Salesforce Research
Moderate adoption is defined as the use of 716 of the channels defined.
Minimal adoption is defined as the use of 06 of the channels defined.
Appendix E State of Marketing 47
Marketers expect AI usage to jump in the next two years. However, AI is most hindered by budget
constraints, privacy concerns, and lack of skills.
64%
of marketing leaders who use AI say
its substantially or greatly increasing
their overall marketing efficiency
Primary Roadblocks Marketing Leaders Face In Executing an AI Strategy
1 Budgetary constraints
3 Lack of the right internal skill set (e.g., too few data scientists)
Salesforce Research
Survey Demographics
Salesforce Research
Survey Demographics State of Marketing 49
Generation
Baby Boomers/Traditionalists............................... 9%
Gen Xers..................................................................34%
Millennials...............................................................57%
Salesforce Research
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