2022年营销状况报告

salesforce8TH EDITIONState ofMarketing524I7cInsights and trends from 6,000 marketers and over2 tillion outbound rnarketing communicationsUNIFIEDPROFILE SALESFORCE RESEARCHSTATE OF MARKETING, 8* EDITIO NExecutiveLetterWe have been through so rrruch these past few years, adapting ourstrategies and practices to navigate a rapidly changing and challengingenvironment. Compainies everywhere are looking to their CMO anclmarketing teams to meet customers' digital-first expectations, do morewith less in the feace of economic headwincis, and accommodate evolvingclata privacy laws to prepare for a cookieless future.It's a new clay for marketers, a time of tremendous transformation thatrequires us to reimagine how we connect with customers and personalizeean ue l eo ssalsnq pue apnc Jno a oeal aamore equitable and sustainable future.Salesforce collected insights from marketing leaders worldwide tounderstand how they're prioritizing their efforts in this new day. Whatclid we cliscover in this years “State of Marketing” report? Marketers andbusinesses are leadinx with values, vwhile embracing, inrovation, They'reprioritizing driving as much value as possible frorm existing tools andand productivity.I hope yuu find this year's; "5tate: of Marketing" report a helpful guideto navigating the ever-changing marketing landscape and deliveringexceptional customer experiences that build lasting relationships.Sarah FranklinPresickent & CM(OSiesforce SALESFORCE RESEARCHSTATE OF MARKETING, 8* EDITIO NWhat You'll FindinThisReportFor the eighth edition cf our "State of Marketing" report,Salesforce Research surveyed 6.000 marketing leaclersworldwide to discover how marketers are:• Evolving in the face of uncertainty• Preparing for the retirement of third-party cookies• Removing silos to enhance the customer experience- Innovating tu meet changing custorner needsThis report is based on a third-party, double-blind surveyconducted from June 30 to August 8, 2022, that generated6,oO0 responses from marketing rmanagers, directors, VPs,and CMOs across 35 countries. See page 29 for furthersurvey clemographics.Platforrn data referenced in this report comes fromaggregated data from the activity of over 2 trillion messagessent using the Salesforce Platform between 2020 to Q26,000 marketing leaders2022. Aciditional data hygiene factors are appliec to ensuresurveyed worldwideconsistent metric calculation. The Salesforce Shopping Indexancl related ciatasets are not inclicative of the operstionalperformance of Salesforce or its reported financial metricsincluding gross merchandise value (GMV) growth andcomparable customer GMV growth.Due to rounding. not all percentage totals in thisreport equal 100%. All comparison calculationsare mace frorn total nurnbrrs (not roundrd numbhers)wm pr5>1 s)xfor(or,)(I SALESFORCE RESEARCHWhatYou'll FindinThis ReportBreakdown of Marketing15%Performance LevelsThroughout this report,High perforrnersCompletely satisfied withsjuapuodsa) Aaauns Ajissej amtheir overall marketingacross the following tiers ofmarketing performance.perforrnance and thecutcomes of theirrnarketing investrnents18%UnderperformersModerately or lesssatisfiecl with theiroverall marketingperformance67%Moderate performersAll other marketers S.A LESFOR CE RES EA.RC HSTATE OF MARKETING, 8* EDITIO NContentsExecurtive Summary.05Chapter 1 I Marketers Focus on Driving Value Amidst Change .07Chapter 2 | Innovative Channels and Tactics Redefine Customer Engagernent .10Spotlight: [Marketers Explore New Frontiers .14Chapter 3 | Marketers Walk the "Personalization vs. Privacy" Tightrope15Chapter 4 I KPIs Shift as Marketers Aclopt Real-Time Intelligence18spotlight: B2B Marketers Drive Cross-Channel Experierices with ABM20Chapter 5 | Distributed Tearns Unite with Collaboration TechnologyChapter 6 Marketers Lead with Values22Case Study: Salesforce Marketing Team Bets on Values23Survey Demographics29 SALESFORCE RESEARCHSTATE OF MARKETING, 8* EDITIONExecutiveSummary01Marketers Focus on Driving Value Amidst ChangeAltinough macroeconomic instabilities have teams examining their boudgets and fine-tuning their techstack, marketers rernain determined in the face of change. Eighty-seven percent of marketers say their02Innovative Channels and Tactics Redefine Customer EngagementBrands are investing in a combination of channels and technologies to reach their audiences and buildengage customers in real time across one or more marketing channels.03Marketers Walk the 'Personalization vs. Privacy" TightropeMarketers are adapting to changes in privacy regulations and calls for data transparency. With theend of third-party cookies on the horizon, 68% of marketers have a fully defined strategy to shifttoward first-party data.04KPIs Shift as Marketers Adopt Real-Time IntelligenceAcross every stage of the funnel, marketers are tracking more metrics year over year than ever beforeSpeed to insight remains a competitive advantage, with 72% of high-performing marketers able toanalyze marke