In addition to 5G, marketers in the UK also expect that expanded online populations and new regulations will bring transformational impacts by 2030, the Salesforce report finds. However, nothing is anticipated more than the new customers and prospects brought online as digital life increasingly permeates the global population.
For this sixth edition of the State of Marketing Report, Salesforce collected data from nearly 7,000 marketing leaders across the globe, spanning six continents, just as the COVID-19 crisis emerged. After carefully dissecting the survey results, Salesforce Research deemed that the insights in this report provided significant relevance and value to marketers as they navigate through these uncertain times.
What the Salesforce report found
The trends revealed in the State of Marketing Report were collected from marketing leaders from B2B, B2C and B2B2C companies across 30 countries, including 300 respondents from the UK, which showed the following:
- Marketing transformation takes on new urgency. The expectations and behaviours of consumers, businesses and society at large are shifting with unprecedented speed and magnitude. Marketers are at the forefront, having been increasingly tasked to take a leadership role, with 73 percent in the UK leading customer experience initiatives across their companies.
- Customer data sets the stage for empathetic marketing. As customers navigate a series of “new normals”, personalised, empathetic engagement has never been more important. Delivering messages and offers that resonate with an individual’s unique needs and expectations requires deep insights. Marketers are shifting how they source and manage customer data and ramping up their use of technologies like artificial intelligence (AI) that help them make the most of it. In the UK, marketers are expected to go from seven data sources in 2019 to nine projected data sources in 2021.
- Marketers double down on business value. As businesses shift from crisis triage to recovery and adaptation, marketers have a unique opportunity to turn trusted customer relationships into business value. Marketers increasingly track metrics like customer satisfaction, digital engagement and lifetime customer value to gain a holistic picture of what’s working and what isn’t across the customer journey. B2B marketers have a particularly strong role in business growth through account-based marketing (ABM). In the UK, 46 percent of marketers track customer lifetime value (LTV) to measure success.