Marketing strategy has evolved more quickly in the past five years than it did in the past five hundred.
For centuries, print advertising and mass media dominated until the internet changed everything, creating opportunities to craft unique customer journeys on an ever-larger palette of platforms.
This is an exciting time to be a marketer, and marketing leaders must be more agile, data-focused, and customer-obsessed than ever before. To understand these new marketing leaders better, we partnered with LinkedIn to survey more than 900 senior-level marketers on the LinkedIn platform to see what's top-of-mind in their roles and companies today.
This report looks at the changing responsibilities and challenges that marketing leaders face today, including:
We've also segmented data by B2B, B2C, small business, mid-sized business, and enterprise.
Among our major findings:
At Salesforce Marketing Cloud's Connections event in September 2014, Beth Comstock, SVP and CMO of GE, said, "You have to put your customer in the middle, no matter what industry you're in-and that is changing with digital tools."
As marketers create 1:1 connections that put customers in the middle of everything, marketing is becoming the hub for customer insight and understanding. We hope this research confirms what you're seeing in your own role and company: that creating an authentic customer journey-one that delivers both real-time and long-term engagement-is the future of marketing.