Six key insights from the Salesforce report
Posted: Wed Jan 22, 2025 8:15 am
The Salesforce report is already an industry classic and in its eighth edition, it provides valuable information after surveying 6,000 marketing leaders.
“ The State of Salesforce Marketing is a must-read for every business and organization because it draws on the insights, opinions, and knowledge of marketing leaders around the world…
This document sets out very clear guidelines on what the industry is doing globally to recover from the pandemic and changes in consumer behaviour,” says Javier Villagrán, Fusiona strategy director.
Revaluation of marketing
Following the pandemic, the global economic crisis hit and continues to hit the world, challenging us to do more with less.
A scenario that requires, in the words of Sarah Franklin, president and chief marketing officer of Salesforce:
“Reimagining how we connect with customers philippines whatsapp lead personalizing every interaction. Delivering on business objectives in an uncertain economic environment and leading with our values to help shape a better, more equitable and sustainable future.”
In this exercise of reinvention, optimism plays a key role because 87% of respondents say that their work provides greater value now than it did a year ago.
Let's look at 6 key insights from the document published at the end of 2022:
1-Build trust
To navigate an uncertain world, consumers and everyone really need security. That's why trust is key.
According to the report, 88% of customers believe that trust becomes more important in times of change and for that reason marketing leaders focus on “generating trust” among their stakeholders.
In a context of privacy concerns and institutional distrust, generating and maintaining customer trust remains the top priority.
2-Data strategy and the challenge of balancing personalization and privacy
In a world based on information management, achieving balance between customer data, personalization and trust is a major challenge.
According to the report, companies that do this build long-term relationships and retain customers for life.
With data at the heart of today’s digital enterprise, decision-making data has evolved from a supporting player to a core component of the team.
3-Artificial intelligence
Faced with demand for data-driven, personalized and scalable customer experiences, more than half of marketers say they have invested in the power of artificial intelligence (AI).
68% of respondents say they have a defined AI strategy and will continue to invest in AI applications that improve the customer journey and identify opportunities in real time.
4-Experimentation with Web3
Marketers rank “experimenting with new marketing strategies and tactics” as their second highest priority.
Fifty-one percent of marketers say they have a strategy for Web3 , with virtual products and the use of VR and/or AR being the most common.
Web3 strategy, unique digital assets such as cryptocurrency, the metaverse and non-fungible tokens (NFTs) could present new opportunities for brands to collect first-party data as the end of cookies approaches.
5- Video and email marketing
Innovation and experimentation also involve channels and tactics. In this area, audiovisual continues to play an important role with produced videos and live streaming.
And amidst multi-channel strategies, email marketing still reigns supreme. According to Salesforce Marketing Cloud data based on billions of sends, email usage has increased year-over-year, accounting for 80% of all outbound messages.
Additionally, customers say email is one of their preferred channels for interacting with brands.
6-Act and communicate values
Customers prefer companies that clearly state their values and prioritize ethical, social and environmental goals.
66% of customers have stopped buying from a company whose values do not align with their own and 88% say they expect to see brands with clear and strong values.
To meet that demand, marketers must move and lead with a values-based message. In fact, 93% of respondents say their external messaging should reflect their corporate values.
And how can we apply these ideas in our work? Javier Villagrán answers:
“This report provides us with a comprehensive view of virtually all the aspects that affect the world's sales, marketing and communications departments.
It pushes you to rethink KPIs, experiment with AI, WEB3 or exploit the possibilities offered by video and constantly improve your content marketing skills.
I think this eighth Salesforce report helps us find the necessary balance between business objectives, a data strategy, personalization and user trust…
And it brings a dose of optimism to a difficult world where the role that marketing can play in people's lives is being revalued," concludes Javier Villagrán.
“ The State of Salesforce Marketing is a must-read for every business and organization because it draws on the insights, opinions, and knowledge of marketing leaders around the world…
This document sets out very clear guidelines on what the industry is doing globally to recover from the pandemic and changes in consumer behaviour,” says Javier Villagrán, Fusiona strategy director.
Revaluation of marketing
Following the pandemic, the global economic crisis hit and continues to hit the world, challenging us to do more with less.
A scenario that requires, in the words of Sarah Franklin, president and chief marketing officer of Salesforce:
“Reimagining how we connect with customers philippines whatsapp lead personalizing every interaction. Delivering on business objectives in an uncertain economic environment and leading with our values to help shape a better, more equitable and sustainable future.”
In this exercise of reinvention, optimism plays a key role because 87% of respondents say that their work provides greater value now than it did a year ago.
Let's look at 6 key insights from the document published at the end of 2022:
1-Build trust
To navigate an uncertain world, consumers and everyone really need security. That's why trust is key.
According to the report, 88% of customers believe that trust becomes more important in times of change and for that reason marketing leaders focus on “generating trust” among their stakeholders.
In a context of privacy concerns and institutional distrust, generating and maintaining customer trust remains the top priority.
2-Data strategy and the challenge of balancing personalization and privacy
In a world based on information management, achieving balance between customer data, personalization and trust is a major challenge.
According to the report, companies that do this build long-term relationships and retain customers for life.
With data at the heart of today’s digital enterprise, decision-making data has evolved from a supporting player to a core component of the team.
3-Artificial intelligence
Faced with demand for data-driven, personalized and scalable customer experiences, more than half of marketers say they have invested in the power of artificial intelligence (AI).
68% of respondents say they have a defined AI strategy and will continue to invest in AI applications that improve the customer journey and identify opportunities in real time.
4-Experimentation with Web3
Marketers rank “experimenting with new marketing strategies and tactics” as their second highest priority.
Fifty-one percent of marketers say they have a strategy for Web3 , with virtual products and the use of VR and/or AR being the most common.
Web3 strategy, unique digital assets such as cryptocurrency, the metaverse and non-fungible tokens (NFTs) could present new opportunities for brands to collect first-party data as the end of cookies approaches.
5- Video and email marketing
Innovation and experimentation also involve channels and tactics. In this area, audiovisual continues to play an important role with produced videos and live streaming.
And amidst multi-channel strategies, email marketing still reigns supreme. According to Salesforce Marketing Cloud data based on billions of sends, email usage has increased year-over-year, accounting for 80% of all outbound messages.
Additionally, customers say email is one of their preferred channels for interacting with brands.
6-Act and communicate values
Customers prefer companies that clearly state their values and prioritize ethical, social and environmental goals.
66% of customers have stopped buying from a company whose values do not align with their own and 88% say they expect to see brands with clear and strong values.
To meet that demand, marketers must move and lead with a values-based message. In fact, 93% of respondents say their external messaging should reflect their corporate values.
And how can we apply these ideas in our work? Javier Villagrán answers:
“This report provides us with a comprehensive view of virtually all the aspects that affect the world's sales, marketing and communications departments.
It pushes you to rethink KPIs, experiment with AI, WEB3 or exploit the possibilities offered by video and constantly improve your content marketing skills.
I think this eighth Salesforce report helps us find the necessary balance between business objectives, a data strategy, personalization and user trust…
And it brings a dose of optimism to a difficult world where the role that marketing can play in people's lives is being revalued," concludes Javier Villagrán.