Our Key Takeaways from the 8th Edition of Salesforce Marketing Report
The 8th edition of the Salesforce Marketing Report has just been released, providing valuable insights and trends from a survey of 6,000 marketers and an analysis of over 2 trillion marketing communications. Here are the key takeaways:
- 87% of marketers believe their work now delivers greater value compared to a year ago, despite economic uncertainties.
- Brands are using innovative channels and tactics to engage customers and build strong relationships.
- Marketers are adapting to privacy regulations and shifting towards first-party data to balance personalisation and privacy concerns.
- Investments in collaboration technology are helping remote teams work together effectively.
- Marketers are tracking more metrics and using real-time intelligence to gain a competitive edge.
- Customer values are prioritised, with 85% of marketers aligning their messaging with corporate values.
- Optimising technology and demonstrating marketing ROI are ongoing challenges.
- Experimenting with new strategies is a top priority for marketers, driven by changing consumer preferences.
- Building and maintaining customer trust remains a challenge.
- Strategic investments are made in advertising, employee retention, and personalised messaging.
- Account-based marketing is gaining traction in B2B marketing.
- Trust is highly valued by customers, especially during times of change.
- Modernising tools and technologies is a priority for marketers.
- Balancing personalisation and customer comfort is a focus for marketers.
- Collaboration and teamwork are essential for marketing success.
- High-performing marketers analyse real-time performance for a competitive advantage.
- Continuous innovation is crucial for remaining competitive.
- Inflation and supply chain disruptions pose challenges for marketers.
- Retaining employees is a complex task for marketing organisations.
- B2C and B2B marketing budgets allocate significant portions to content, account-based marketing, events, sponsorships, and technology.
Looking ahead, marketers need to nurture a skilled talent pool and focus on improving skills in content marketing, campaign strategy, creativity, data analytics, and communication. Addressing talent gaps and upskilling teams will be crucial for building a future-proof marketing organisation.
