Salesforce：2021_年营销状况（第7版）（英文）_33页_12mb

State of Marketing - Seventh Edition Summary

Core Content

This report, based on a survey of 8,227 marketing leaders from around the globe, provides insights into the evolving landscape of marketing in the post-pandemic era. It highlights shifts in strategies, priorities, and challenges, with a particular focus on digital transformation, data management, and remote collaboration.

Main Findings

Marketing Performance Levels

• 15% Underperformers: Moderately or less satisfied with marketing performance and investment outcomes.
• 14% High Performers: Completely satisfied with marketing performance and investment outcomes.
• 72% Moderate Performers: The majority of marketers fall into this category.

Marketers Embrace Change with Optimism

• 66% of marketers expect revenue growth over the next 12–18 months.
• 77% of marketers feel their work provides greater value now than it did a year ago.
• 88% of CMOs believe marketing must transform to stay competitive.
• Innovation, real-time engagement, and customer journey coherence remain top priorities and challenges.
• Marketers are increasingly focused on ROI and attribution models.

As Customers Go Digital, Marketing Steps Up

• 90% of marketers say their digital engagement strategy has changed since the pandemic began.
• 89% say their marketing channel mix has evolved.
• Video has emerged as the most valuable channel in 2021, with a significant increase in usage.
• Social media and digital ads are also key channels.
• Virtual and hybrid events are becoming more common, expected to continue into 2022.
• Cross-channel coordination is more sophisticated, with 78% of marketers engaging customers in real time across multiple channels.
• 83% of marketers say their ability to meet customer expectations depends on digital capabilities.
• AI adoption is increasing, with 60% of marketers having a fully defined AI strategy (up from 57% in 2020).
• AI use cases include personalization, automation, and driving next best actions.
• 78% of marketers use a customer data platform (CDP), showing a clear trend toward data-centric marketing.

Collaboration Drives the Market-from-Anywhere Era

• 82% of marketing organizations are adopting new remote work policies.
• 75% of marketers say the pandemic has permanently changed how they collaborate and communicate.
• 69% find it harder to collaborate now than before the pandemic.
• 78% of marketing organizations have adopted new work collaboration technologies.
• Marketers feel more connected to their managers, customers, and partners, but less connected to colleagues in other departments.

Marketing Is Spelled D-A-T-A

• Data is essential for effective marketing, with 78% of marketers saying their customer engagement is data-driven.
• Marketers expect a 40% increase in the number of data sources used between 2021 and 2022.
• Known digital identities (e.g., email, social IDs) are now the most popular data sources.
• Third-party data usage has declined, while nontransactional data and second-party data have increased.
• Data quality remains a challenge, with only minor improvements in data hygiene, timeliness, and integration.

Metrics and KPIs Continue to Evolve

• 78% of marketing organizations have changed or reprioritized metrics due to the pandemic.
• Customer satisfaction metrics (e.g., Net Promoter Scores) are still the most helpful measure of success.
• Content engagement metrics (e.g., video views, virtual event attendance) have gained popularity.
• Customer lifetime value (LTV) is gaining recognition as a key metric, even though it is the least tracked.
• 70% of CMOs align their KPIs with their CEO's.

Key Trends

• Digital transformation is accelerating, with a shift toward more digital channels and customer engagement.
• Remote work is becoming the norm, with marketers adapting to new collaboration tools and methods.
• Data management is at the core of modern marketing, with an increasing number of data sources and a focus on data quality.
• AI and automation are being used more frequently to drive personalization and improve customer interactions.
• Privacy is a growing concern, with marketers increasingly aligning with evolving regulations and customer expectations.

Conclusion

The seventh edition of the "State of Marketing" report underscores the dynamic and rapidly evolving nature of marketing in the post-pandemic world. Marketers are optimistic about the future, driven by innovation and digital transformation, and are increasingly reliant on data and technology to deliver personalized customer experiences. As the marketing landscape continues to shift, the focus remains on real-time engagement, cross-channel coordination, and aligning KPIs with broader business goals.