TRENDS And TACTICS DRIVING MARKETING ROI
TRENDS andTACTICS DRIVINGMARKETING ROIInsights from over 4,100 marketers worldwideMarketing Dashboard
About This ReportTrends and Tactics Driving Marketing ROI2For this report, Salesforce Research surveyed over 4,100marketing leaders worldwide to discover: Which metrics marketers track – and plan to trackHow measurement efforts are increasingly sharedbetween marketing and other teamsWhich channels and strategies lead to marketing ROIHow marketers are generating ROI with artificialintelligence – and what the future may holdData in this report is a subset of findings from the fifthedition of the “State of Marketing” study conductedAugust 13 through September 23, 2018 — a double-blindsurvey of over 4,100 full-time marketing leaders holding amanager or higher leadership role. Survey respondents arefrom North America, Latin America, Europe, and Asia Pacific.All respondents are third-party panelists (not limited toSalesforce customers). For further survey demographics,see page 18.1,4009001,200601Due to rounding, not all percentage totals in this reportequal 100%. All comparison calculations are made fromtotal numbers (not rounded numbers).Salesforce Research provides data-driven insights to helpbusinesses transform how they drive customer success.Browse all reports at salesforce.com/research.Salesforce Research
About This ReportTrends and Tactics Driving Marketing ROI3Breakdown of Marketing Performance LevelsHigh-performing marketing teams represent 16% of the overall survey population.Marketers surveyed include B2C, B2B, and B2B2C teams.*Moderate performersall other marketersHigh performersUnderperformerscompletely satisfied with theiroverall marketing performanceand the outcomes of theirmarketing investmentsmoderately or less satisfiedwith their overall marketingperformance and the outcomes oftheir marketing investments15%*For further survey demographics, see page 18.69%16%Salesforce Research
ContentsTrends and Tactics Driving Marketing ROI4Executive Summary.501Customer Demand Spurs Full-Funnel Marketing.602Unifying Data Sources Unlocks Richer Insights. 1103AI Drives ROI Throughout the Customer Lifecycle. 14Survey Demographics. 18Salesforce Research
Executive SummaryAs customer demand forconnected experiences andreal-time interaction grows,the game plan for marketingmeasurement and attribution isadapting in response.Marketers are tracking resultsthroughout the full customerlifecycle to measure the trueinfluence of their tactics, whiletop performers integrate keytechnologies and are alreadystarting to see major ROI fromtheir artificial intelligenceinvestments.Trends and Tactics Driving Marketing ROI015Customer Demand Spurs Full-Funnel Marketing(See page 6)As marketers take the lead on more end-to-end customer experience initiatives, they are broadeningtheir focus down the funnel, deepening relationships with other teams, and tracking metrics thatextend beyond customer acquisition into purchase and post-purchase. The number of marketerstracking lifetime customer value (LTV) is projected to grow 107%.02Unifying Data Sources Unlocks Richer Insights(See page 11)To improve measurement and attribution, marketers are using customer data management andanalytic tools to analyze multiple data sources in one place, and tightening integrations between themany technologies they use. High performers are twice as likely as underperformers to haveintegrated their marketing technology with their analytics systems.03AI Drives ROI Throughout the Customer Lifecycle(See page 14)Marketers’ use of artificial intelligence (AI) has grown rapidly. The use of AI is now the top ROIgenerating tactic for marketers, generating returns throughout the full customer lifecycle. AI is beingused in a wide variety of ways ranging from improving personalization to optimizing audiencesegmentation. Eighty-eight percent of marketers using AI have seen major or moderate ROI.Salesforce Research
01 Customer Demand SpursTrends and Tactics Driving Marketing ROI6Full-Funnel MarketingCustomer experience has become a guidinglight for brands, with 73% of customers sayingone extraordinary experience raises theirexpectations of other companies.* The to-dolist is long for today’s marketers, but with 71%of customers now expecting real-timecommunication,* marketers are focusing theirefforts accordingly.Second only to engaging customers in realtime, optimizing the marketing mix for bestreturn is a top marketing objective, therebymaking solid attribution an imperative. It’sperhaps no coincidence that modernizing toolsand technology — such as those that betteranalyze customer journeys — rounds out the topthree marketing priorities.The value of attribution is underscored bythe fact that top marketing teams — thosewho are higher performers — are particularlyfocused on it.High Performers vs. Underperformers2.1xmore likely to say improvingmeasurement/attribution is a high priority(53% vs. 25%)Real-Time Engagement Tops Marketers’ Many PrioritiesMarketing PrioritiesEngaging with customers in real time55%Optimizing the marketing mix forbest return49%40%Modernizing tools and technologies48%41%Creating a shared, single view of thecustomer across business units47%41%Unifying customer data sources47%41%Complying with regional and/or localprivacy regulations46%39%Investing in and effectively usingnew technology45%40%Adopting or refining a customerjourney strategy44%41%Improving measurement/attribution39%46%Consolidating tools and technologies40%45%Balancing personalization with privacyRevamping organizational structuresand processes40%“State of the Connected Customer,” Salesforce Research, June 2019.42%35%High priority*34%46%Moderate prioritySalesforce Research
01 Customer Demand SpursTrends and Tactics Driving Marketing ROI7Full-Funnel MarketingNearly half (45%) of marketing leaders saytheir organization is leading customerexperience initiatives across the business,up from 24% who strongly agreed with thissentiment in 2017.* As the number ofmarketers leading customer experienceinitiatives grows, marketing attribution effortsspread down-funnel into the purchase andpost-purchase stages of the customer journey.The majority of marketers now track downfunnel metrics like customer satisfaction andretention, in addition to classic marketing farelike web traffic and marketing return oninvestment (MROI).Lifetime customer value (LTV) is currently theleast tracked performance metric, with only43% of marketers measuring it. However, anadditional 46% of marketers plan to track LTV,representing projected growth of 107%.Marketers Increasingly Tackle Down-Funnel MetricsMarketers Who Track the Following MetricsLifetime customer value (LTV)more likely to tracklifetime customer value (58% vs. 30%)The rise of LTV’s prominence corresponds withmarketer’s growing LTV tracking correspondswith marketers’ growing focus on the end-toend customer experience.*“State of Marketing,” Salesforce Research, December 2018.43%46% 107%Mobile analytics49%Customer acquisition cost (CAC)51%Cost per lead (CPL)50%Customer referral rates/volume52%Social analytics54%39% 72%Digital engagement rates54%39% 71%Marketing tactic ROI55%39% 70%Marketing qualified leads metrics55%39% 70% 86%42% 80%41%40% 80%40% 76%Marketing return on investment (MROI)58%37% 63%Customer acquisition rates58%36% 63%Customer retention rates59%36% 62%Customer satisfaction metrics60%35% 58%Web traffic and/or analytics61%34% 56%High Performers vs. Underperformers1.9xProjectedGrowthSales effectiveness64%Revenue growth74%Currently trackPlan to track32%24% 50% 32%Salesforce Research
01 Customer Demand SpursTrends and Tactics Driving Marketing ROI8Full-Funnel MarketingCross Team Collaboration Is Standard Operating ProcedureTracking a complex metric like LTV — andcreating experiences that foster high LTV tobegin with — requires close coordination acrossthe entire company.Marketers Who Say the FollowingADVERTISINGSixty-two percent of marketing leaders say thatindividuals and teams within their marketingorganization are more aligned with eachother than ever before, and about half ofmarketers now share common metrics andgoals with advertising, sales, service, andcommerce teams.61%share commongoals and metricswith advertisingHigh-performing marketing teams areintegrating their marketing and advertisingtech stacks, and making sure marketingcommunications are synced with commerce,service, and sales activities. For example, theyare 1.6x more likely than underperformers tosuppress marketing emails when there is anopen service case.87%have integrated technologystacks with advertisingSERVICESALES*53%share commongoals and metricswith service32%suppress marketingwhen a customer hasan open service caseCOMMERCE**52%50%share commongoals and metricswith sales45%collaborate with sales onaccount-based marketingshare commongoals and metricswith commerce51%say marketing emails andcommerce are synced93% 89%78%69%of customers now expectconsistent interactions across departments.†51%37%58%46%35%33%52%43%23%High performers***†“State of the Connected Customer,” Salesforce Research, June 2019.Moderate performersUnderperformersBase: Marketers who work at a B2B or B2B2C company.Base: Marketers who have an internal commerce team.Salesforce Research
01 Customer Demand SpursTrends and Tactics Driving Marketing ROI9Full-Funnel MarketingMost of the top metrics for overall marketingsuccess are simple and channel- or leadfocused. However, during specific stages ofthe customer lifecycle, more marketers findsuccess using advanced metrics like revenuegrowth and LTV.Interestingly, the top metrics marketers use toevaluate brand building are traditionallyassociated with customer advocacy — such asnet promoter score (NPS) and customersatisfaction score (CSAT). Their power at thebrand-building stage suggests today’s customerjourney may be better understood as a cyclethan a linear trajectory. It also exemplifies justhow much power today’s customers have, inthat they can make or break brands based onthe experiences provided.Further down the funnel, marketers measureupselling with traditional sales metrics, as wellas by examining the result of specific marketingtactics on the process. Similarly, to gaugecustomer advocacy, marketers turn totraditional metrics like customer referral rates,while also monitoring social channels for thequality and quantity of public feedback.Marketers Lean on Advanced, Cross-Functional Metricsto Evaluate Customer Journey StagesPrimary Success Metrics for Each Stage of the Customer Journey*#1#2#3#4Overall MarketingProgramMarketingqualified leadsMarketing returnon investment(MROI)Sales effectivenessMarketing tacticROIBrand BuildingCustomersatisfactionRevenue growthMarketingqualified leadsSales effectivenessLead GenerationMarketingqualified leadsCost per lead (CPL)Sales effectivenessWeb traffic ion ratesCustomeracquisition cost(CAC)CustomersatisfactionCustomer referralrates/volumeUpsellingSales effectivenessRevenue growthMarketing tacticROICustomersatisfactionCustomer RetentionCustomerretention ratesCustomersatisfactionLifetime customervalue (LTV)Customer referralrates/volumeCustomer AdvocacyCustomersatisfactionCustomer referralrates/volumeSocial analyticsLifetime customervalue (LTV)*Base: Respondents who currently track the corresponding metric.Salesforce Research
SPOTLIGHTTrends and Tactics Driving Marketing ROI10The Data Source Count Is GrowingCustomer data sources — from first-partywebsite analytics to syndicated third-partydatabases — have been increasing in numberyear-over-year for companies of all sizes.Over a three-year period,* the pace of datasource growth for small and mediumbusinesses (SMBs) has mirrored that ofenterprises, with the median count ofenterprise data sources consistently twicethat of SMBs. However, while data sourcegrowth has slowed over the past year forenterprises and SMBs, it is picking up formid-market companies.Unifying customer data sources is at least amoderate priority for 88% of marketers acrossthe board. Enterprise marketers, however, aremore likely than those at SMBs and mid-marketcompanies to call it a high priority (54% vs.45% and 46%, respectively).Data Sources Are Proliferating – No Matter the Company SizeMedian Number of Data Sources Used by Marketing OrganizationsSMB (21–100 employees)20172018610122019**Mid-market (101–3,500 employees)201720181012152019**Enterprise (3,501 employees)201720182019***2019 data comes from marketers’ projections.**Projected number of data sources.122024Salesforce Research
02 Unifying Data Sources Unlocks Richer InsightsA lot goes into improving measurement andattribution, and 34% of marketers say they’rechallenged by the process. Measurement ofcomplex metrics — like revenue growth —benefits from both fluid cross-teamcollaboration and data source integration.The number of customer data sources used bymarketers has been climbing, but for manymarketers, it can’t be accessed in a singlelocation. Currently, only 47% have acompletely unified view of customer data.High-performing marketing teams aremore likely than underperformers to have acompletely unified view of customer datasources. They are also more likely tocompletely integrate marketing tools withother business systems.High Performers vs. Underperformers1.6xmore likely to have a completelyunified view of customer data sources(55% vs. 35%)Trends and Tactics Driving Marketing ROI11Top Marketers Take System Integration SeriouslyMarketers Who Have Completely Integrated Their Technologywith the Following60% Customer service systems52%CRM, ERP, or other salessystems41%Advertising technology(e.g., ad servers, DSPs, SSPs, etc.)61%41%53% Analytics systems54%34%36%24%High performersHigh Performers vs.Underperformers52%42%71%68%64%53%Moderate performers1.7xmore likely2.0xmore likely1.8xmore likely2.2xmore likelyUnderperformersSalesforce Research
02 Unifying Data Sources Unlocks Richer InsightsNever mind the days when measuringmarketing effectiveness was largely guesswork,or based on glimpses into simple top-of-funneldata like opens and impressions. Today’smethods of measuring success are rapidlygrowing in sophistication.While simpler, singular-focused measurementtechnologies like web analytics and ad channelplatforms are used by many marketers, moresophisticated technologies like DMPs andmarketing analytics platforms are close behind.These more advanced tools unlock insightsgathered across multiple data sources,providing a “forest for the trees” view. Seventyone percent of marketers with a DMP use it formarketing analytics and advertisingperformance measurement — for example,through custom dashboards.Already, four in 10 marketers are usingnewer methods of measurement based ondata science and attribution modeling.Trends and Tactics Driving Marketing ROI12Marketers Leverage Platforms to Consolidate Data SourcesMarketers Using the Following Technologies/Methods to Measure SuccessWeb analytics59%Marketing/ad channel platforms55%Data management platforms (DMP)54%Marketing analytics/measurement platforms52%Social marketing platforms46%Data science-driven methods(e.g., algorithm-based methods)42%Marketing attribution modeling (e.g.,marketing mix modeling, multitouch attribution)41%Mobile measurement platforms36%Homegrown solutions25%High Performers vs. Underperformers1.4xmore likely to say traditionalapproaches to marketing measurement areno longer effectiveSalesforce Research
SPOTLIGHTTrends and Tactics Driving Marketing ROI13Channel Effectiveness Varies byBusiness TypeMarketing channel strategy is not one-size-fitsall. Customer communities are highly valued byall company types when it comes to customeracquisition and retention. However, channelROI diverges for B2B, B2B2C, and B2Celsewhere in the customer journey.Social advertising is one of the top customeracquisition channels for B2C and B2B2Ccompanies, but it doesn’t rank as highly for B2Bmarketers, whose sales are less impulse-driven.Meanwhile, affiliate marketing shows stronglyfor both B2B and B2B2C companies, whosesales models often rely heavily on partnershipsto expand reach.The B2C marketers who use the internet ofthings (IoT) find it particularly valuable forupselling. This reflects the IoT’s ability to blenddigital and physical worlds — a concern forretailers operating online and brick-and-mortarstorefronts.Down the funnel, email is widely reported as ahigh-performing channel. Both B2B and B2Cbuyers say email is their most preferred channelto interact with brands,* a finding consistentwith the channel’s strong performance acrossbusiness types for upselling and retention.*“State of the Connected Customer,” Salesforce Research, June 2019.Different Businesses Favor Different ChannelsHighest ROI Channels Across Key Stages of the Customer Journey by Business n**B2BB2CB2B2CCustomer communitiesCustomer communitiesCustomer communitiesWebsiteSocial advertisingSocial advertisingEmail marketingWebsiteAffiliate marketingAffiliate marketingSocial publishingWebsiteWebsiteWebsiteWebsiteEmailSocial advertisingSocial advertisingAffiliate marketingEmailAffiliate marketingSocial advertisingIoT/connected devicesEmailCustomer communitiesCustomer communitiesCustomer ial advertisingMobile appSocial advertisingBase: Marketers currently using the indicated channel.Salesforce Research
03 AI Drives ROI Throughout theTrends and Tactics Driving Marketing ROI14Customer LifecycleArtificial intelligence (AI) has a growing influencein marketers’ toolkits. Marketers’ adoption ofAI has grown by 44% since 2017.*Twenty-nine percent of marketing organizationsuse AI today, and an additional 46% are pilotingor planning to use the technology within twoyears — representing a speedy 157%projected growth rate.B2B2C Marketers Lead in AI UseMarketers Across Business Types and How They Are Using or Planning to Use AIAll MarketersB2BB2CWhile high-performing teams are nearly threetimes more likely than their underperformingcompetition to use AI, patterns of AI use varyacross business types. At 37%, B2B2Cmarketers are the most likely to be using AI,followed by B2B marketers and then B2C.High Performers vs. UnderperformersPiloting or plan to usein the next two years2.7x46%45%29%30%more likely to use AI(40% vs. 15%)Currently useTwo-Year Growth Rate:*“State of Marketing,” Salesforce Research, December 2018.157%B2B2C46%47%21%37%152% 224% 123%Salesforce Research
03 AI Drives ROI Throughout theTrends and Tactics Driving Marketing ROI15Customer LifecycleAnalyzing customer data — and taking actionbased on its insights — is one of the most criticalmarketing tactics, with 87% of marketersreporting at least moderate ROI. However,data is only as powerful as the insightsextracted from it, and only 30% of marketersreport complete satisfaction with their ability touse customer data to create more relevantexperiences.†Despite its relative newness on the scene, AIuse comes out on top for tactics and strategiesleading to major marketing ROI. It’s perhapsno coincidence that AI can be used to pushdata further, for instance, by enablingpersonalization at scale.Of the 29% of marketers currently using AI,88% report at least moderate ROI, with overhalf saying they’ve seen major ROI.†“State of Marketing,” Salesforce Research, December 2018.AI Use Tops Tactics for Marketing ROIExtent to Which the Following Tactics and Strategies Lead to Marketing ROIMajor ModerateROIUsing artificial intelligence (AI)*52%36%88%Analyzing and applying customer data46%41%87%Customer journey strategy47%38%85%Web/app experience personalization42%Digital advertising personalization41%41%41%83%82%Unifying/integrating customerdata sources37%45%82%Sharing or using second-party data**37%44%82%Social media personalizationEmail personalization41%35%Major ROI*40%43%81%78%Moderate ROIBase: Respondents who use AI.Base: Respondents who currently use second-party data or used it last year.**Salesforce Research
03 AI Drives ROI Throughout theTrends and Tactics Driving Marketing ROI16Customer LifecycleMarketers using AI report benefits throughoutthe full customer lifecycle. Brand building is aparticular standout — where nearly three in fivemarketers see major improvements as a resultof the technology.Fifty percent of marketers using AI credit it withmajor revenue growth. However, the impact ofAI may be substantially magnified when otheraspects of a marketing program mature.High Performers Using AI vs. Underperformers Using AI2.5xas likely to see a majorimprovement in revenue growth due to AI(64% vs. 26%)Additionally, customers are growing morecomfortable with the presence of AI. Currently,62% of customers are open to the use ofAI to improve their experiences — up from59% in 2018.*AI Shines Across the Customer JourneyMarketers Using AI Who Have Seen Improvements to the Following **Major ModerateImprovementBrand building37%95%Lead generation48%40%88%Customer acquisition49%36%85%Upselling44%42%86%Customer retention45%40%85%Customer advocacy44%41%85%Revenue growth50%Major improvement***58%38%88%Moderate improvementBase: Marketers who use AI.“State of the Connected Customer,” Salesforce Research, June 2019.Salesforce Research
03 AI Drives ROI Throughout theTrends and Tactics Driving Marketing ROI17Customer LifecycleWith 62% of customers now expectingcompanies to anticipate their needs,*many marketers are turning to AI toelevate experiences.Some of the top uses for AI, in fact,correspond closely with marketers’ biggestpriorities — engaging with customers in realtime and optimizing the marketing mix for thebest return.AI’s Marketing Use Cases Come Into FocusMarketers Who Currently Use AI for the Following **Personalize the overall customer journey62%Marketers are also putting AI to work across awide variety of other tasks, ranging frompersonalizing communications to automatingsocial media conversations with chatbots.Drive next best offers in real time61%Automate customer interactions oversocial channels58%Personalize channel experiences58%The fact that 75% of customers expectcompanies to use new technologies to improveexperiences,* coupled with triple-digit projectedgrowth rates of AI in marketing, means that AIuse cases and their measurable impacts acrossthe customer journey will continue to evolve.Leverage online data to facilitateoffline experiences57%Generate dynamic landing pages and websites57%Programmatic advertising and media buying55%Deliver predictive journeys55%Improve lookalike audience modeling55%Leverage offline data to facilitateonline experiences54%High Performers Using AI vs. Underperformers Using AI1.4xmore likely to use AI to drivenext best offers in real time (67% vs. 48%)***“State of the Connected Customer,” Salesforce Research, June 2019.Base: Marketers who use AI.Salesforce Research
Survey DemographicsTrends and Tactics Driving Marketing .11%Consumer products.11%Manufacturing. 9%Engineering, architecture,construction, real estate. 6%Professional services. 5%Banking. 5%Healthcare provider. 5%Automotive. 5%Communications. 4%Hospitality, travel, and transportation. 4%Other.25%United States.15%Brazil. 7%Australia/New Zealand. 7%Canada. 7%France. 7%Germany. 7%India. 7%Japan. 7%Mexico. 7%United Kingdom/Ireland. 7%Netherlands. 5%Singapore. 4%Belgium. 4%Hong Kong. 4%Nordics. 4%Executive management.44%Marketing.56%COMPANY SIZESmall (21–100 employees).21%Medium (101–3,500 employees).63%Enterprise (3,501 employees).17%COMPANY TYPEROLE WITHIN MARKETINGCEO, owner, or equivalent.26%CMO.15%VP of marketing.12%Director, manager, or equivalent.47%REGIONEurope.34%Asia Pacific.29%North America.22%Latin America.15%Business-to-business (B2B).24%Business-to-consumer (B2C).37%Business-to-business-to-consumer (B2B2C).39%Salesforce Research
Browse all reports at salesforce.com/research.
spread down-funnel into the purchase and post-purchase stages of the customer journey. The majority of marketers now track down-funnel metrics like customer satisfaction and retention, in addition to classic marketing fare like
ADHOME HVAC MARKETING FUNNEL AWARENESS INTEREST CONSIDERATION INTENT EVALUATION PURCHASE DESCRIPTION MARKETING TACTICS MARKETING TACTICS MARKETING TACTICS MARKETING TACTICS MARKETING TACTICS MARKETING TACTICS DESCRIPTION DESCRIPTION DESCRIPTION DESCRIPTION DESCRIPTION Someone in this stage is hearing about your brand for the first time. They .
1.1 Using Tactics in Practice 2 2 Tactics for Availability 5 2.1 Updating the Tactics Catalog 6 2.2 Fault Detection Tactics 6 2.3 Fault Recovery Tactics 10 2.4 Fault Prevention Tactics 16 3 An Example 19 3.1 The Availability Model 19 3.2 The Resulting Redundancy Tactic 21 3.3 Tactics Guide Architectural Decisions 22 .
tactics and discuss the range of tactics identified by research, as well as their effects on various outcomes. Impression management tactics Research has identified a range of IM tactics and has found several ways to classify these tactics. The simplest distinction views IM tactics as either verbal or non-verbal (Schneider, 1981).
The Wildland Fire Suppression Tactics Reference Guide is designed to . supplement courses that teach tactics in the Wildland Fire Qualification System. It can be used by the beginning firefighter to learn basic tactics as well as a review of fire suppression tactics for the advanced firefighter.
Negotiation tactics can work to strengthen the relationship or can be used to intimidate, discourage, anger or upset the other party. Tactics can be skillfully planned or just happen in the course of a negotiation. Tactics that are intended to intimidate, surprise, or tip the power balance are labeled in this reading as "Adversarial Tactics". .
The 1-Page Marketing Plan By Allan Dib Introduction Need to understand the difference between marketing strategy and marketing tactics. Strategy is the big-picture planning that you do prior to the tactics. Tactics
May 05, 2011 · 3022 Broadway . Uris Hall, Room 604 . New York, NY 10027 . dn75@columbia.edu . May 5, 2011 . Abstract . We review accounting principles related to the reporting of marketing activities and evaluate their implications for marketing research and practice. Based on our review, we argue thatFile Size: 393KBPage Count: 50Explore further(PDF) Strategic Marketing and Marketing Strategy: Domain .www.researchgate.net(PDF) Marketing Management - ResearchGatewww.researchgate.net5 Marketing Management Orientationscommercemates.com5 Marketing Concepts: Marketing Management Philosophieswww.iedunote.comBasic Marketing Principles - Mercer Universityfaculty.mercer.eduRecommended to you b
UNIT: - I BASIC CONCEPTS IN MARKETING MANAGEMENT STRUCTURE 1.0 Introduction to Marketing 1.1 Definition of Marketing 1.2 Evolution of Marketing 1.3 Marketing Concept 1.4 Role of Marketing 1.5 Strategic Marketing Planning 1.6 Scope of Marketing 1.7 Approaches of Marketing 1.8