The role of marketers has been continually changing in recent years, thanks to advances in technology, changes in customer expectations, and rapid disruption across industries and regions. Marketers’ roles have evolved to focus on real-time customer engagement, omni-channel customer service and experience, and the adoption of data and technology in marketing strategy. 

To identify the priorities, challenges, and technologies transforming the marketing profession, Salesforce conducted a survey with nearly 7,000 marketing leaders in a managerial or senior leadership role. These marketing leaders come from B2B, B2C, and B2B2C companies from across North America, Latin America, Asia Pacific, Europe, Middle East, and Africa. Based on the deep insights gathered, we put together our 6th State of Marketing Report that uncovers the upcoming trends in marketing over the next decade, and outlines the roadmap for marketers to navigate these changes. 

The report offers country-dedicated insights for marketers, so they see context and relevance in adoption. For instance, while B2B marketers in India will be spending a majority of their budget on Account-based Marketing, those in B2C businesses will focus their spending on both Technology and Advertising.

Here’s a sneak peek into more such exciting and pivotal trends that will shape the course of marketing in the coming decade:


For more such insights on how to lead through these unprecedented times and beyond, marketers can download the full report here!