The state of marketing right now, and how to adapt

In a changing media world it can be challenging to get to grips with the ins and outs of the industry, let alone how best to adapt and manage your own actions and those of your clients. Working with some of the latest research from SalesForce and other experts, we’ve compiled a guide to key areas of marketing, along with our advice on how to adapt your business to succeed.

Here are four areas that leading marketers will focus on.

Customer is key

Marketing has always had the customer in mind, naturally. A spike in interest over the last few years shows marketers are increasingly focused on their customer journey strategy. And SalesForce’s research shows that this is most true among the best performers.

A customer journey is the relationship a customer has with a business over time, moving from consideration right through to purchase and post-purchase interactions. Top marketers consider each step of the journey in its own right, and aim to make messaging and customer experience transition seamlessly from point to point.

And it works too! Almost 70% of marketers agree that it keeps customers happy, 73% agree that it positively impacts revenue, and 77% that it improves customer engagement.

Approach your clients about their existing customer journey. It may be that they focus disproportionately on one stage of the journey, or have a media mix that’s too narrow to effectively move their customers along to the next stage.

The top performing marketers are 3.6x more likely to agree that data science is central to their overall marketing strategy. As well as encouraging clients to develop a tailored customer journey strategy, have them engage with what their customer data is telling them. It will produce a helpful, effective customer journey.

Tech adoption

Technology is providing more and more tools to marketers. Whether they help to manage customer data, give data on effective content or provide easy ways to manage your online presence, these tools are 4.2x as popular with top performing marketers as with underperformers. And these marketers are 2.4x more likely to say that marketing tools help creative a cohesive customer journey.

Many of these tools offer free trials or demos. Make use of them in your own business and use the best ones to help your clients grow their potential and adapt to changes.

Working with leadership

As marketing’s involvement with the customer relationship grows, it’s no surprise that involvement at the executive level is helping the best performers to success.

Executive teams of the top 83% of marketers are completely committed to the overall marketing strategy. When this match occurs, businesses as a whole are more able to walk the talk when it comes to their marketing messages, and see better outcomes as a result.

This may mean you look to address your own marketing and its relationship with your executive leaders, or it might mean you work with clients to get their leaders more involved with their marketing decisions.

Consistent, cross-channel marketing is a huge trend that many businesses are embracing with enthusiasm. One study found that businesses that take this approach see a 14.6% year-over-year increase in in revenue and 13% improvement in customer retention.

With that in mind it’s not surprising that the majority of the most successful marketers in SalesForce’s report had integrated their mobile strategy with their overall strategy, creating a seamless experience.

Encouraging your clients to use a variety of channels to grow the power of their messages will keep their campaigns relevant and more effective than ever.

Armed with the facts about what top marketers do differently, you’ll be able to face changes and build on successes with conviction.


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