Trends and insights from nearly 4,000 marketing leaders worldwide
State of Marketing
2016
Vala AfsharChief Digital Evangelist, Salesforce
Author, Huffington Post blogger, co-host of DisrupTV, and previously CMO Extreme Networks and CMO/CCO Enterasys Networks
Twitter: @ValaAfshar
What we were looking for:
Overall trends changing the role
of marketing
How high performers approach
the customer journey and
experience
Key insights on primary digital
marketing channels
Nearly 4,000 Marketing Leaders Surveyed WorldwideExclusive to marketers holding leadership roles
1706
353
1190
726
About the RespondentsSelf-identified according to performance level
Respondents identified as…
High Performers
“Extremely satisfied” with thecurrent outcomes of their company’s marketing investment
Moderate Performers
“Very or moderately satisfied” with the current outcomes of their company’s marketing investment
Underperformers
“Slightly or not at all satisfied” with the current outcomes of their company’s marketing investment
18%
68%
14%
24%
33%
Customer Satisfaction Revenue Growth Customer Acquisition
Customer Experience is the Holy GrailCustomer satisfaction is the number one success metric for marketers
Marketing is about
building and
sustaining customer
relationships.
35%
Executive Team CommitmentUnconditional buy-in from company leaders
Marketing-Prioritized BudgetsWalk the talk with marketing investments
Marketing AgilityOptimize marketing activities as customer preferences change
The Makings of a High-Performing Marketing TeamThree traits of successful marketing organizations
Ideas are commodity. Execution is art.
High performing marketing
teams are 2.6xmore likely to have complete executive team commitment to overall marketing strategy.
Marketing AgilityOptimize marketing activities as customer preferences change
3%
18%
67%
Underperformers
Moderate Performers
High Performers
Of marketers who rate their marketingagility as excellent… High performers are
24.4xmore likely than underperformers
to rate their marketing agility as excellent
1 Adopt a customer journey strategy
2 Lead the customer experience across your business
3 Digital Marketing ROI is on the Rise
4 Align Digital channels with your overall strategy
5 Go mobile: be a cross-channel as your customers
6 CRM is Powering More Effective Advertising
6 key takeaways
Customer Experience is the Future of Marketing
Prioritize the Customer Journey or Risk Falling Behind
K E Y TA K E A W AY
01 |
Why a Customer Journey?
Product
Marketing
App
Online
Events
Sales
Retail
Care
Customers Expect Unified and Relevant Experiences
The sum of those experiences is the customer journey
65%
67%
70%
70%
73%
Customer churn rates
Customer satisfaction scores
Revenue growth
Customers' willingness to recommend products/services
Customer engagement
Marketers who strongly agree or agree that a customer journey
strategy has positively impacted:
High-Performing Marketers Adopt a Customer Journey Strategy 88% say a customer journey is critical to their marketing success
High-Performance Marketing Teams Lead CX Across the Business
K E Y TA K E A W AY
02 |
High-Performing Marketers Lead the Customer ExperienceNearly 8x more likely to lead customer experience and digital transformation
8%
8%
21%
23%
58%
63%
Leading customer experience across their business
Implementing digital transformation company-wide
Marketing leaders who strongly agree that they’re…
High Performers Moderate Performers Underperformers
Top Marketers Lean on CRM ToolsAlignment of Sales, Marketing and Customer Service Key to Success
Top Marketing Teams Create a Single View of the CustomerMarketing, Sales, Services and R&D Lean-Into CRM
Collaboration is Key to the Customer Experience High-performing marketing teams are excellent collaborators
Digital Marketing ROI is on the Rise
K E Y TA K E A W AY
03 |
Everything is Awesome!
54%79%
Generates ROI
Marketing leaders who agree that email…
2015 2016
More Marketers Agree Email Generates ROI79% now agree—up nearly 50% from 2015
150 million emails sent
20 million WhatsApp messages
2.78 million YouTube views
2.4 million Google searches
701K Facebook logins
527K Snapchat photos
347K Twitter posts
Email dominates Internet traffics
High Performers Take Sophisticated Approaches to Email
Send the same email with unique content based on
audience segment
48%
Trigger personalized emails in real time based on events
32%
Personalize emails with subscriber fields
63%
Leverage predictive intelligence/data science to create personalized emails
40%
Social Leaps Ahead as an ROI Creator82% of marketers agree that social media marketing is core to their business.
28%75%
Generates ROI
Marketing leaders who agree that social…
2015 2016
Educate. Inspire. Ignite. 80% of high performing teams publish content at least 2-3 times per week (versus 16% for underperformers)
High performing marketing teams
are 3.4x more likely to
say content marketing generates significant ROI.
High performing marketing teams
are 8.6x more likely to
use social listening tools.
Mobile ROI Soars in 201677% of marketing leaders seeing direct ROI on mobile—up 147% from 2015
31%77%
Generates ROI
Marketing leaders who agree that mobile…
2015 2016
Multichannel Digital Marketing Determines Success
K E Y TA K E A W AY
04 |
High-Performing Marketing Teams See Cross-Channel SuccessOf those who’ve integrated their digital channels, 95% rate it effective or very effective
63%
64%
60%
28%
29%
25%
20%
19%
Integrated social media activity into overall marketing
strategy
Integrated email marketing activity with overall
marketing strategy
Integrated mobile marketing activity into overall
marketing strategy
Marketing leaders who strongly agree they’re…
Underperformers Moderate Performers High Performers
12%
High-Performing Marketers Align Across Channels
81%of high-performing marketing
teams align their mobile campaigns to email campaigns
compared to 46% of underperforming marketers
82%of high-performing marketing teams consider advertising on
social platforms to be part of their mobile marketing efforts.
Mobile marketing on the rise
K E Y TA K E A W AY
05 |
Mobile Marketing Hits Triple-Digit Growth79% of marketing leaders agree that mobile marketing is core to their business.
Mobile Marketing On the Rise in 2016Marketers embracing mobile as both a marketing channel and platform
61%
56%
52%
50%
74%
70%
67%
64%
Mobile Applications
Mobile Text Messaging (SMS)
Mobile Push Notifications
Location-Based Mobile Tracking
Marketing leaders who currently use or plan to use in the
next 12 months…
2015 2016
CRM Powering More Effective Advertising
K E Y TA K E A W AY
06 |
Scaling the customer journey
60%
21%
4%
Top Marketers Create a Single View of the Customer13.7x more likely to integrate systems supporting single view
Marketers who agree they’ve integrated business systems to create a single view of the customer…
High Performers Moderate Performers Underperformers
More Marketers Advertise on Social than Other Digital OutletsAt least 2/3 of marketers agree these digital ad strategies are very effective
54%
54%
62%
65%
18%
21%
17%
17%
Native advertising
Video advertising
Display/banner ads
Advertising on social
Marketing leaders who currently use or plan to use…
Currently use Plan to use in the next 12 months
Rate as Very Effective
71%
66%
72%
66%
Data-Driven Advertising Takes Center StageMarketers zero in on ad targeting and personalization
83%marketing leaders use customer
data to target or segment advertising
Keys to Becoming a High-Performing MarketerOur recommendations
Adopt a customer journey strategy
01 | Align digital channels with your overall strategy
03 | Lead the customer experience across your business
02 |
Go Mobile: Be as cross-channel as your customers
04 | Target ads with customer data
05 |
salesforce.com/stateofmarketing
2016 State of Marketing
