Salesforce's 9th Edition of the State of Marketing Report provides an in-depth analysis of the trends, priorities, and challenges faced by marketing leaders globally. It draws from responses of 4,850 marketing decision-makers across diverse industries and regions. The report highlights how marketers are adapting to rapid advancements in technology, particularly artificial intelligence (AI), and emphasizes the importance of data integration and trust in shaping the future of customer engagement.

Executive Summary

Marketers face a dual challenge: embracing AI to enhance efficiency and personalization while addressing concerns about data security and trust. Key takeaways include:

• 32% of marketing organizations have fully implemented AI, and 43% are experimenting.
• Personalization across channels remains a challenge, with high-performing teams excelling in creating cohesive customer experiences.
• Unified analytics and better use of customer data are critical for long-term success.

Key Findings in This Year's Salesforce Report

1. AI Adoption and Challenges

   • AI ranks as marketers' top priority and challenge.
   • Generative AI and predictive AI are used to automate interactions, generate content, and analyze performance.
   • Data exposure and distrust in AI are significant concerns, with 88% of marketers fearing they may miss out on AI benefits.
   • High-performing teams are 2.5 times more likely to have fully implemented AI compared to underperformers.

2. Data Foundations

   • Only 31% of marketers are satisfied with their ability to unify customer data.
   • With the deprecation of third-party cookies, first-party data is becoming central to understanding audiences.
   • Marketers use an average of nine tactics to capture customer data, ranging from transactional data to digital tokens.

3. Personalization

   • High-performing marketers personalize content across six channels, while underperformers manage only three.
   • Personalized email and mobile messaging are the most utilized channels.
   • A lifecycle approach to personalization—addressing the customer journey from onboarding to retention—is gaining traction.

4. Unified Analytics

   • Analytics tools are widely used to track performance and refine strategies.
   • Despite progress, only 48% of marketers track customer lifetime value (CLV), highlighting a need for deeper data-driven insights.
   • High performers are nearly twice as likely to have a clear view of their impact on revenue and sales pipelines compared to underperformers.

5. Account-Based Marketing (ABM) and Loyalty Programs

   • ABM is a significant strategy for B2B marketers, with 78% using it to deepen customer relationships.
   • Loyalty programs face integration challenges; only 39% of marketers provide full functionality across all customer touchpoints.
   • Successful programs require seamless integration of data across departments and channels.

Budget and Tool Utilization

• Budget Allocation:
  • Advertising remains the largest expense for both B2B (22%) and B2C (19%) marketers.
  • Investment in events and sponsorships has declined, reflecting a shift to more scalable digital strategies.
• Tools:
  • Marketers rely on an average of eight tools, with analytics and CRM systems being the most common.
  • Emphasis on tools that unify and activate customer data demonstrates a shift toward integrated, data-driven strategies.

Demographics

• Respondents include 12% CMOs, 27% VPs, and 61% team leaders or managers.
• Companies surveyed span industries such as retail, financial services, and technology, with 50% operating in B2C markets.

Looking Ahead in Marketing

The report concludes with a call for innovation:

• 89% of marketers believe they must continually innovate to stay competitive.
• Focus areas for the future include deeper integration of AI, enhanced personalization, and building trust with customers.

Salesforce's report underscores the transformative power of AI and data in marketing while highlighting the challenges marketers must overcome to deliver meaningful customer experiences. It serves as a guide for navigating the rapidly evolving landscape of marketing technologies and strategies.