5 B2B YourTakeawaysMarketingtoInform2022Marketing Plans
Director of Product Marketing Senior Vice President of Marketing & Digital Operations Neha Shah Joanne Wheatley Chief Financial Officer David Doft Today’s Speakers
SEVENTHEDITION State Marketingof Research Report
Survey Demographics Architecture, Engineering, 3% 7% 4% 10% 5% 7% 1% 7% 3% Travel and Hospitality 5% 14% 3% 5% 3% <1% 10% 6% 5% INDUSTRY DEMOGRAPHICS 6 COUNTRY AREASOFRESPONSIBILITY Analytics 65% Brand 66% Channel 64% Content 65% GraphicCreative/Design 28% Events 60% Market Research 28% Product Marketing 64% Public CommunicationsRelations/ 26% Advertising 33% Company Size Company Type (Seniority) 16% employees)Enterprise(3500+ 31% (21-100Smallemployees) 53% employees)(101-3500Medium 32% B2B2C 24% B2B 43% B2C 36% MarketingManager 30% OfficerMarketingChief 8% orSVP,MarketingEVP,VP26% Marketing Director State of Marketing, 7th Edition,” Salesforce Research, August 2021.
5 Key B2B Marketing Insights As MarketingGoCustomersDigital,StepsUp Drives the Market AnywhereFromEra KPIstoContinueEvolveisD-A-T-ASpelled Marketers Face New Priorities and Challenges 1 25 4 State of Marketing, 7th Edition,” Salesforce Research, August 2021.
1 2 3 4 5 10%40%50% 8%42%50% 10%42%48% 12%42%47% 11%43%47% Digital StrategyWorkplaceChallengesOrganizationalStrategyEngagementDataManagementStrategyMarketingChannelMix ChangedCompletely ChangedSomewhat No Change Extent to Which Marketers Say the Following Have Changed Since Before the Pandemic State of Marketing, 7th Edition,” Salesforce Research, August 2021. 78% of customers say last year’s crises should be used as a catalyst improvementfor As the World Transformed, So Did B2B Marketing
TREND1 B2B Marketers Face New Priorities and Challenges 1 2 Creating a cohesive journey across channels and devices Innovating 1 2 3 Engaging customerswithinreal time CreatingInnovatingacohesive journey across channels and devices Top Priorities Top Challenges State of Marketing, 7th Edition,” Salesforce Research, August 2021. 3 4 5 Improving marketing ROI and attribution Sharing a unified view of customer data across business units Engaging customerswithinreal time 4 5 Insufficient organizational structures and processes Sharing a unified view of customer data across business units 1
“State of Marketing, 7th Edition,” Salesforce Research, August 2021. Technology 16% Events Sponsorshipsand 14% Advertising 19% marketingAccount-based 16% 4% Content People B2B Marketing Budget Allocations *Includes B2B2C marketers. 1
As Customers Go Digital, B2B Marketing Steps Up of marketers say their expectationscustomerare changing their digital strategies 84% Top Channels With Increased Value Over the Past Year Cross-Channel Coordination is Getting More Sophisticated 7%24%69%2021 15%32%53%2020 29%39%31%2019 Dynamic Duplicated Siloed State of Marketing, 7th Edition,” Salesforce Research, August 2021. Marketers Who Describe Their Cross-Channel Coordination as Follows 1 2 3 Social Media Digital Content (SEM, display, etc.) Digital Ads 2
“State of Marketing, 7th Edition,” Salesforce Research, August 2021. Digital B2B Marketing Channel Adoption Digital ads DirectDigitalSocialTV/OTTAudioMobileEmailEventsWebsite/appVideoandsponsorshipsmarketingmessagingmediacontentmail/printadvertising 2
78
Collaboration Drives the Market from
Top 3 TechnologyCollaborationUsed EmailInstantVideoconferencingmessaging
71% of B2B marketers say it’s harder to collaborate now than before the pandemic. of marketers say their companies have adopted new work collaboration technology due to the pandemic. %
77% of B2B marketers say say the pandemic has permanently shifted how they collaborate and communicate at work.
State of Marketing, 7th Edition,” Salesforce Research, August 2021. 3
Anywhere Era
2022 (projected) 20212020 10 12 Average number of data sources used by B2B marketers 15 B2B Marketers who are completely satisfied with the following aspects of their customer data IntegrationTimelinessAccessibilityCompletenessQuality/hygieneConsentmanagement 38% Identity reconciliation 37% 33% Only of marketers are completely satisfied with their ability to use data to create more relevant customer experiences. B2B Marketing is Spelled D-A-T-A State of Marketing, 7th Edition,” Salesforce Research, August 2021. 4 36
Metrics and KPIs Continue to Evolve Marketing organizations that track the following metrics Marketing/sales funnel performanceCustomerRevenue satisfaction analytics Customer acquisition cost Content CustomerWeb/mobileCustomerCustomerengagementretentionratesreferralrates/volumeanalyticslifetimevalue(LTV) +12% +18% +22% +23% +26% +19% +14% +29% +16% 78% of marketing organizations have changed or reprioritized metrics due to the pandemic. State of Marketing, 7th Edition,” Salesforce Research, August 2021. Customer Satisfaction Metrics Top metric most valued marketing teams 2021 2020 Growth2020-2021Rate 70% 78% 65% 77% 62% 75% 59% 73% 58% 73% 61% 72% 62% 71% 53% 68% 48% 56% 5
Percentage of companies who offer training in the following areas Marketing Skills and Training Have Also Evolved Top 5 skills B2B marketers want to improve Digital proficiency 36% Campaign strategy 36% Agility/adaptability 29% Emotional intelligence 28% Data science 27% Coding/software development 22% Resiliency 21% Creativity 46% Content marketing 45% Communication 44% Collaboration 40% Data analytics 39% Leadership 37% 1 2 3 4 5 CommunicationContentCreativitymarketingCollaborationDataanalytics TOP 5 strongly agree that the training they receive from their company sets them up for success. 47% Only State of Marketing, 7th Edition,” Salesforce Research, August 2021. 5
Learn More Download the report https://sforce.co/SOM7report Download the report https://bit.ly/3kUVsLZ Explore the data https://sforce.co/SOM7tableau
