{"id":11346,"date":"2026-03-03T17:18:15","date_gmt":"2026-03-03T09:18:15","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=11346"},"modified":"2026-03-13T14:50:37","modified_gmt":"2026-03-13T06:50:37","slug":"tenth-state-of-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/tenth-state-of-marketing\/","title":{"rendered":"The Campaign Is Dead: 5 Hard Truths From the Tenth State of Marketing Report"},"content":{"rendered":"\n<p>Let\u2019s be honest: For years &#8220;personalisation at scale&#8221; was a pipedream for marketers.<\/p>\n\n\n\n<p>The intent was there, but the infrastructure wasn&#8217;t. We bought the tools. We integrated the clouds. But at the end of the day, we were still just guessing. We were broadcasting messages, not having conversations. We were sending &#8220;do not reply&#8221; emails because we couldn\u2019t answer if a customer wrote back.<\/p>\n\n\n\n<p>Our <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/resources\/state-of-marketing-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">new Tenth State of Marketing report <\/a>confirms that the old playbook of &#8220;broadcast and hope&#8221; marketing is broken. Customers have moved on. They aren&#8217;t clicking 10 blue links after searching Google anymore \u2013 they\u2019re getting answers from AI. They aren&#8217;t reading generic newsletters \u2013 they want content that\u2019s just for them.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">The Tenth State of Marketing is Here<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">How is the the future of our industry evolving? See what 4,450 marketers from around the world said about how they are adjusting to the new age of AI.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/marketing\/resources\/state-of-marketing-report\/\">Read the report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>The gap between what marketers do (campaigns) and what customers want (conversations) has never been wider. But for the first time, we have the technology to close it. AI agents can now interpret nuance and deliver <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/agentic-personalization-customer-experience\/\">truly personalised<\/a> content at scale. Brands no longer have to send messages into the void. They can have <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/agentforce-marketing\/\">meaningful two-way conversations<\/a> with customers at scale across channels.<\/p>\n\n\n\n<p>The personalisation pipedream of the past decade has now become a real live thing. Yes, we\u2019re still in the early stage \u2013 according to our survey, implementing or operationalising AI is both the top priority and top challenge for marketers \u2013 but the capabilities and the possibilities are crystal clear.<\/p>\n\n\n\n<p>On that note, here are the five hard truths about this marketing shift to agentic AI \u2014 and why 13% of your competitors are already leaving the rest behind.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-it-s-time-to-stop-generating-noise-and-start-taking-action\"><strong>1. It\u2019s time to stop generating noise and start taking action<\/strong><\/h3>\n\n\n\n<p>If you\u2019re only using AI to churn out copy and images, you\u2019re playing the 2024 game. Seventy-five percent of marketers are &#8220;using AI,&#8221; but many are not getting the most out of its capabilities. The real line in the sand is agentic AI. While only 13% of marketers have made the leap, the difference in performance is staggering: high performers are twice as likely to use agents than underperformers.&nbsp;<\/p>\n\n\n\n<p>These marketers aren&#8217;t just drafting emails. They\u2019re deploying agents that use real business data to solve customer problems autonomously. They\u2019re able to use data to understand customer detail and nuance, so the AI can augment the human marketer. <strong>With a 20% average bump in ROI<\/strong>, the math is simple: you\u2019re either agentic, or you\u2019re way behind.<\/p>\n\n\n\n<p>You can learn more about how to hone your agentic setup from <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/automation-spectrum\/\">Pratik Desai of ListEngage<\/a>, who has deployed more than 50 Agentforce implementations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-your-data-isn-t-a-foundation-it-s-your-moat\"><strong>2. Your data isn&#8217;t a &#8220;foundation&#8221; &#8211; it\u2019s your moat<\/strong><\/h3>\n\n\n\n<p>We\u2019ve spent a decade talking about &#8220;breaking down silos,&#8221; and agentic AI has now made that a survival requirement. An agent is only as smart as the data it can see. If it can\u2019t access things like service history or an abandoned cart, it\u2019s just another hallucinating chatbot. And that\u2019s not good for anyone.<\/p>\n\n\n\n<p>Our survey found only <strong>26% of marketers are completely satisfied with their data unification<\/strong>. That\u2019s a massive vulnerability. In the agentic era, your unified data isn&#8217;t just a technical asset \u2013 it\u2019s a competitive moat. If your data is not in order, your agents are useless, and your competition is currently trying to build a bridge over your empty moat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-seo-is-over-welcome-to-answer-engine-optimisation-aeo\"><strong>3. SEO is over \u2013 welcome to Answer Engine Optimisation (AEO)<\/strong><\/h3>\n\n\n\n<p>The era of &#8220;renting&#8221; traffic from Google is gone. With ChatGPT and Google\u2019s AI Overviews, the &#8220;click&#8221; is obsolete because the answer is already on the page. SEO strategy has always been a moving target but now it needs to be overhauled.<\/p>\n\n\n\n<p>If your strategy relies on a person clicking the third blue link down after a Google search, you\u2019re in trouble. <strong>Eighty-eight percent of marketers are already pivoting to optimise for AI-driven search.<\/strong> This isn&#8217;t about keyword stuffing to show up high in search rankings. It\u2019s about providing high-quality, structured content that AI models <em>want<\/em> to summarise. If you aren&#8217;t the source of the AI\u2019s answer, you don&#8217;t exist.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-it-s-time-to-end-the-do-not-reply-email-once-and-for-all\"><strong>4. It\u2019s time to end the &#8220;Do Not Reply&#8221; email once and for all<\/strong><\/h3>\n\n\n\n<p>There are few things that stunt a relationship more than telling a customer they aren&#8217;t allowed to talk back. Yet this has long been the case in brand email and text communications.&nbsp;<\/p>\n\n\n\n<p>Our survey found <strong>83% of customers want a two-way dialogue<\/strong>, yet most brands are still sending one-way SMS and email blasts (69% of marketers admit they struggle to respond promptly to inquiries). The &#8220;tech isn&#8217;t there&#8221; excuse has expired. With 81% of marketers now trusting AI to handle inquiries, there is no reason to send a &#8220;do not reply&#8221; message ever again. The bottom line is, don\u2019t bother speaking if you aren&#8217;t willing to listen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-efficiency-is-a-trap-focus-on-found-time\"><strong>5. Efficiency is a trap \u2013 focus on &#8220;found time&#8221;<\/strong><\/h3>\n\n\n\n<p>There is a big gap between the desire for personalisation and the ability to execute it. <strong>Seventy eight percent of marketers say they need more personalised content than they can currently produce<\/strong>. Siloed data, poor data quality and privacy regulations are the <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/agentic-personalization\/\">top three obstacles to personalisation<\/a>.&nbsp;<\/p>\n\n\n\n<p>The results are strong when these blockers are overcome. Our survey found that high-performing marketing teams are 1.5 times more likely to frequently reply to customers over email and text. Plus, by using AI agents to automate the &#8220;busy work&#8221; of content variation and data analysis, marketers expect to reclaim roughly eight hours per week. This time is being reinvested into high-value creative work and developing deeper customer insights \u2013 the reasons we became marketers in the first place, right?<\/p>\n\n\n\n<p>The transition to agentic AI isn&#8217;t as simple as flipping a switch. It requires a strategic commitment to upskilling \u2014 specifically in data analysis and AI tool management \u2014 and a relentless focus on data integration. For those brands that take the right steps, the future of marketing will see a more productive workforce and more meaningful relationships with customers. Every single one of them.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Dig into the Tenth State of Marketing <\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">How are you progressing with your AI strategy? See how you stack up with 4,450 marketers from around the world.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/marketing\/resources\/state-of-marketing-report\/\">Read the report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We surveyed 4,450 marketers on their progress with AI and where they think the industry is headed. The results show a clear path for success in the years ahead. <\/p>\n","protected":false},"author":492,"featured_media":11345,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"699484e935cac1002339803cAP","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5,703,4,45,191,8,23,473,776,810,811],"sf_content_type":[707],"coauthors":[269],"class_list":["post-11346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-b2b-marketing-automation","sf_topic-marketing-cloud","sf_topic-digital-marketing","sf_topic-email-marketing","sf_topic-customer-relationships","sf_topic-artificial-intelligence","sf_topic-cmo","sf_topic-agentic-ai","sf_topic-data-integration","sf_topic-data-activation","sf_content_type-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Hard Truths From the Tenth State of Marketing Report - Salesforce<\/title>\n<meta name=\"description\" content=\"We surveyed 4,450 marketers on their progress with AI and where they think the industry is headed. Here&#039;s what they said.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ap\/blog\/tenth-state-of-marketing\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Campaign Is Dead: 5 Hard Truths From the Tenth State of Marketing Report\" \/>\n<meta property=\"og:description\" content=\"We surveyed 4,450 marketers on their progress with AI and where they think the industry is headed. 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