{"id":7376,"date":"2021-08-11T06:00:00","date_gmt":"2021-08-11T13:00:00","guid":{"rendered":""},"modified":"2021-08-11T06:00:00","modified_gmt":"2021-08-11T13:00:00","slug":"state-of-marketing-in-2021","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/","title":{"rendered":"State of Marketing in 2021: 78% Report New or Reprioritized Metrics"},"content":{"rendered":"\n<p>Today, Salesforce released the seventh edition of its influential <a href=\"http:\/\/salesforce.com\/stateofmarketing\" target=\"_blank\" rel=\"noreferrer noopener\">State of Marketing report <\/a>[registration required].&nbsp;<\/p>\n\n\n\n<p>The report and its companion <a href=\"https:\/\/public.tableau.com\/app\/profile\/salesforceresearch\/viz\/7thStateofMarketing\/MarketersEmbraceChange_1\" target=\"_blank\" rel=\"noreferrer noopener\">Tableau dashboards<\/a>, based on a survey of over 8,200 marketers across 37 countries, offer a snapshot of how strategic priorities and challenges, marketing tactics, and technology are transforming against a backdrop of economic and social change.<\/p>\n\n\n\n<p>Here are a few sample insights:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-amid-turbulence-marketers-are-optimistic-about-the-future\">Amid turbulence, marketers are optimistic about the future<\/h2>\n\n\n\n<p>For the vast majority of marketers, the events of 2020 and 2021 have changed nearly every facet of work. From the (overwhelmingly digital) channels they use to engage customers to their internal workflows, there\u2019s not much that looks like its pre-pandemic self.<\/p>\n\n\n\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/public.tableau.com\/app\/profile\/salesforceresearch\/viz\/7thStateofMarketing\/MarketersEmbraceChange_1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/Dec-09-2021-11-53-36.gif?w=480\" alt=\"Link to Tableau Visualization\" class=\"wp-image-53310\" \/><\/a><figcaption><em><a href=\"https:\/\/public.tableau.com\/app\/profile\/salesforceresearch\/viz\/7thStateofMarketing\/MarketersEmbraceChange_1\">Click to explore the full research interactively in Tableau<\/a><\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>Yet despite the discomfort that change may bring, marketers remain an optimistic bunch when it comes to the future of their jobs and their business impact. Case in point: 77% of marketers feel that their work provides greater value than it did a year ago, and 66% foresee revenue growth at their company over the coming 12 to 18 months.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketers-are-embracing-more-and-more-sophisticated-metrics\">Marketers are embracing more (and more sophisticated) metrics<\/h2>\n\n\n\n<p>Forced to cater to an even more digital-first base of customers and prospects whose priorities and challenges transformed at breakneck speed, marketers over the past year experimented with the strategies, tactics, and methods with which they engage. As such, the profession became more KPI-oriented as marketers sought to understand what works in a radically changed world \u2014 and what doesn\u2019t.<\/p>\n\n\n<div class=\"wp-block-image__wrapper\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"49743-modal\"><span class=\"screen-reader-text\">Open Image Modal<\/span><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/26.png?w=714\" alt=\"marketing organizations that track the following metrics\" class=\"wp-image-49743\" \/><\/a><\/figure><\/div>\n<div id=\"49743-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Close this image dialog window\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/26.png?w=714\" alt=\"marketing organizations that track the following metrics\" class=\"wp-image-49743\" \/><\/figure><\/div>\n<\/div><\/div><\/div>\n\n\n<p>78% of marketers state they have changed or reprioritized metrics due to the pandemic. While marketing KPIs saw increased tracking across the board, customer referral rates, customer acquisition costs, and content engagement saw the biggest year-over-year jumps in adoption.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-value-of-video-as-a-marketing-channel-among-others-has-surged\">The value of video as a marketing channel, among others, has surged<\/h2>\n\n\n\n<p>A separate, related study recently <a href=\"https:\/\/www.salesforce.com\/news\/stories\/15000-consumers-and-business-buyers-weigh-in-on-the-future-of-customer-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">estimated<\/a> that 60% of customer interactions would take place online in 2021, up from an estimated 42% in 2019. This rapid acceleration of the shift to digital engagement has prompted marketers to reevaluate which channels warrant increased \u2014 or decreased \u2014 investment.<br><\/p>\n\n\n\n<p>Unsurprisingly, as customers and prospects spent time under various phases of lockdown with their devices, digital marketing channels have seen even greater appreciation than before. Video \u2014 be it through YouTube, Twitch, or a recorded webinar \u2014 saw a particularly large boost in value. With 81% of consumers and business buyers <a href=\"https:\/\/www.salesforce.com\/news\/stories\/15000-consumers-and-business-buyers-weigh-in-on-the-future-of-customer-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">expecting<\/a> to spend more time online after the pandemic than they did before, there\u2019s little reason not to expect this trend to continue<\/p>\n\n\n<div class=\"tableau-viz-embed-container \">\n\t<tableau-viz\n\t\tclass=\"tableau-viz-embed\"\n\t\tsrc=\"https:\/\/public.tableau.com\/views\/MarketingChannelIncreaseinValueOverthePastYear\/SoMNewsroomQ08?:language=en-USu0026amp;:display_count=nu0026amp;:origin=viz_share_link\"\n\t\ttoolbar=\"hidden\"\n\t\thide-tabs\n\t><\/tableau-viz>\n<\/div>\n\n\n\n<p>Even what could arguably be the most analog marketing channel of all \u2014 events and sponsorships \u2014 is expected to make a permanent digital shift. Marketers expect 40% of their events to be virtual in 2022, with an additional 30% a hybrid of virtual and in person.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-as-the-value-of-cookies-declines-marketers-are-reprioritizing-data-sources\">As the value of cookies declines, marketers are reprioritizing data sources<\/h2>\n\n\n\n<p>As customers\u2019 digital expectations skyrocket, reaching the right target, at the right time, on the right channel is becoming more and more challenging. Marketers are turning to various data sources and associated technologies to inform or even automate their processes. In fact, B2B marketers use an average of 12 customer data sources, and B2C marketers use an average of nine.<\/p>\n\n\n\n<p>As technology providers and governments put increased <a href=\"https:\/\/hbr.org\/2021\/04\/say-goodbye-to-cookies\" target=\"_blank\" rel=\"noreferrer noopener\">restrictions<\/a> \u2014 or even outright bans \u2014 on the cookies that digital marketers have relied upon, the relative value of those data sources is evolving. Known digital identities, second-party data, and inferred interests\/preferences saw the biggest jumps in popularity since 2020, whereas offline identities and anonymized digital identities saw the biggest declines.<\/p>\n\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"49742-modal\"><span class=\"screen-reader-text\">Open Image Modal<\/span><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/21.png?w=1024\" alt=\"ranked popularity of customer data sources\" class=\"wp-image-49742\" \/><\/a><\/figure>\n<div id=\"49742-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Close this image dialog window\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/21.png?w=1024\" alt=\"ranked popularity of customer data sources\" class=\"wp-image-49742\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketers-are-embracing-a-work-from-anywhere-mentality\">Marketers are embracing a work-from-anywhere mentality<\/h2>\n\n\n\n<p>Among the many changes businesses experienced during 2020 and 2021, perhaps none is as consequential as the shift to working from anywhere \u2014 be it an office, home, or elsewhere. 82% of marketers say their companies are adopting new policies around remote work, with hybrid scenarios generally favored as the expected post-pandemic scenario.<\/p>\n\n\n<div class=\"tableau-viz-embed-container \">\n\t<tableau-viz\n\t\tclass=\"tableau-viz-embed\"\n\t\tsrc=\"https:\/\/public.tableau.com\/views\/MarketersWhoExpecttoWorkintheFollowingSettingsAfterthePandemic\/SoMNewsroomQ32?:language=en-USu0026amp;:display_count=nu0026amp;:origin=viz_share_link\"\n\t\ttoolbar=\"hidden\"\n\t\thide-tabs\n\t><\/tableau-viz>\n<\/div>\n\n\n\n<p>This shift, <a href=\"https:\/\/www.salesforce.com\/news\/stories\/employees-plan-to-change-how-they-work-post-pandemic\/\" target=\"_blank\" rel=\"noreferrer noopener\">viewed as a boon<\/a> for employee wellbeing and productivity, is not without its challenges. For example, 69% of marketers say it\u2019s harder to collaborate now than it was prior to the pandemic. To meet this challenge, 78% of marketers say their organizations have adopted new collaboration technologies during this period.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-learn-more\">Learn more<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Download the full <a href=\"http:\/\/salesforce.com\/stateofmarketing\" target=\"_blank\" rel=\"noreferrer noopener\">State of Marketing report<\/a> for complete insights [registration required]<\/li><li>Use <a href=\"https:\/\/public.tableau.com\/app\/profile\/salesforceresearch\/viz\/7thStateofMarketing\/MarketersEmbraceChange_1\" target=\"_blank\" rel=\"noreferrer noopener\">Tableau<\/a> to segment data by region, industry, and more<\/li><li>Read a <a href=\"https:\/\/www.salesforce.com\/blog\/future-of-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">blog post<\/a> by Michael Kostow, General Manager of Salesforce Marketing Cloud for deeper analysis of the survey results<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-methodology\">Methodology<\/h4>\n\n\n\n<p>Data was collected from a double-blind survey conducted by Salesforce Research via a third-party survey panel in May and June 2021. Respondents include 8,227 full-time marketing leaders in Argentina, Australia, Belgium, Brazil, Canada, Chile, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Malaysia, Mexico, the Netherlands, New Zealand, the Nordics, the Philippines, Poland, Portugal, Singapore, South Africa, South Korea, Spain, Switzerland, Taiwan, Thailand, the United Arab Emirates, the United Kingdom, the United States, and Vietnam.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, Salesforce released the seventh edition of its influential State of Marketing report [registration required].&nbsp; The report and its companion Tableau dashboards, based on a survey of over 8,200 marketers across 37 countries, offer a snapshot of how strategic priorities and challenges, marketing tactics, and technology are transforming against a backdrop of economic and social [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":7377,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[1146,1099],"sf_theme":[1115,1116],"sf_topic":[1120,1093,1117,1134],"sf_product":[1135],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1110],"sf_collection":[1186],"sf_visibility":[],"coauthors":[],"class_list":["post-7376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-snapshot-research","sf_content_type-snapshots","sf_theme-digital-transformation","sf_theme-future-of-work","sf_topic-customer-360","sf_topic-digital-transformation","sf_topic-modern-work","sf_topic-marketing","sf_product-marketing-cloud","sf_location-amer","sf_collection-research"],"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>State of Marketing in 2021: 78% Report New or Reprioritized Metrics - Salesforce<\/title>\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\/au\/news\/stories\/state-of-marketing-in-2021\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"State of Marketing in 2021: 78% Report New or Reprioritized Metrics\" \/>\n<meta property=\"og:description\" content=\"Today, Salesforce released the seventh edition of its influential State of Marketing report [registration required].&nbsp; The report and its companion Tableau dashboards, based on a survey of over 8,200 marketers across 37 countries, offer a snapshot of how strategic priorities and challenges, marketing tactics, and technology are transforming against a backdrop of economic and social [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-11T13:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/811_SOM.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"State of Marketing in 2021: 78% Report New or Reprioritized Metrics\",\"datePublished\":\"2021-08-11T13:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/\"},\"wordCount\":812,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/811_SOM.jpg\",\"inLanguage\":\"en-AU\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/\",\"url\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/\",\"name\":\"State of Marketing in 2021: 78% Report New or Reprioritized Metrics - Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/811_SOM.jpg\",\"datePublished\":\"2021-08-11T13:00:00+00:00\",\"author\":{\"@id\":\"\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/#breadcrumb\"},\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/#primaryimage\",\"url\":\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/811_SOM.jpg\",\"contentUrl\":\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2023\/12\/811_SOM.jpg\",\"width\":1200,\"height\":675},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/stories\/state-of-marketing-in-2021\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.salesforce.com\/au\/news\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"State of Marketing in 2021: 78% Report New or Reprioritized Metrics\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesforce.com\/au\/news\/#website\",\"url\":\"https:\/\/www.salesforce.com\/au\/news\/\",\"name\":\"Salesforce\",\"description\":\"Get the latest Salesforce press releases, announcements, stories, and media contacts. 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