The 2016 “State of Marketing” report from Salesforce, which surveyed nearly 4,000 marketing leaders across the globe, revealed insights on the importance placed on digital strategy and implementation, and the approaches experts are using to enhance customer experience. Top teams showed their conviction, while under-performing marketers surveyed didn’t place the same importance on digital. The correlation is abundantly clear.
A solid customer journey strategy and integrating customer experience
Seventy-three percent of respondents said that their customer journey strategy had a positive impact, and the high-performing marketers were over eight times more likely to agree on the importance of such a strategy as an integral part of their business plan. Top marketing teams within the study placed more emphasis on customer experience, as opposed to under-performing marketers who did not. Top teams were over seven times more likely to strongly agree that leading customer experience initiatives across related departments—marketing to sales to service—gave a more unified, singular view of the customer.
Tech adoption and cross-channel approach in real-time
Nearly 3/4 of top marketers in the report will increase their investment in marketing tools and tech in the next two years, and 53 percent are considered “heavy tech adopters” compared to 7 percent of underperforming teams. Top-performing teams utilize holistic digital strategies and this is a major key to their success.
They also understood that adopting tech allows for a better cross-channel approach. Additionally, a majority of these marketers use mobile tactics to engage consumers and utilize intelligent email tools for personalization and for creating a more all-encompassing approach to the customer journey. In fact, 49 percent said that they’ve found that email is directly linked to revenue, which is a significant increase from the 20 percent who thought so in Salesforce’s 2015 study.
Among all the stats (more than 70 pages worth!) is one simple message: digital tools and expert implementation are essential.