See the latest trends in AI, data, and personalisation, based on insights from nearly 4,500 marketers worldwide. Learn how top brands are navigating the era of agentic marketing and what they see as their biggest priorities and challenges.
The consensus is clear: the era of one-way conversations is over. Today's customers don't want to be talked at — they want a dialogue. While 83% of marketers recognise the shift towards personalised, two-way messaging, only one in four are satisfied with how they use data to power those moments. The teams closing that gap are using agentic AI to deliver personalised engagement at a scale that once felt out of reach.
Don't leave customer engagement to chance. Download the full report to navigate the new rules of modern marketing.
This report is a comprehensive research study published by Salesforce. It analyses the current landscape of the marketing industry. The document provides insights into the priorities, challenges, and strategies of marketing leaders worldwide. Businesses use these findings to benchmark their performance and identify emerging opportunities for growth.
Salesforce typically releases this report on an annual basis. Each edition reflects the most recent shifts in technology and consumer behaviour. The publication schedule ensures that the data remains relevant to current market conditions. Professionals should check the official Salesforce website for the latest release dates.
The data is gathered through a double-anonymous survey of thousands of marketing leaders across the globe. Respondents include diverse roles from managers to chief marketing officers. The survey covers various industries, company sizes, and geographic regions. This rigorous methodology ensures the findings represent a balanced and accurate view of the global market.
The top trends include the widespread adoption of artificial intelligence for content creation and predictive analytics. Marketers are focussing heavily on delivering unified customer experiences across mobile, social, and web channels. Personalisation remains a critical priority, with teams using data to tailor interactions. Additionally, maintaining consumer trust and data privacy is becoming increasingly central to strategy.
Email marketing continues to deliver the highest return on investment due to its low cost and direct audience reach. Search Engine Optimisation (SEO) provides significant long-term value by driving sustainable organic traffic. Social media platforms, particularly when combined with targeted advertising, are also top performers. Video marketing and paid search are increasingly effective for converting high-intent leads.
Artificial intelligence automates routine tasks like content generation and customer segmentation. It enables predictive analytics, helping teams forecast trends and customer needs. AI tools also improve the speed and accuracy of decision-making. By handling manual processes, AI allows marketers to focus on creative strategy and relationship building.
Teams frequently struggle with integrating artificial intelligence into their existing workflows effectively. Unifying customer data from disparate sources to create a single view remains a major technical hurdle. Marketers also face pressure to demonstrate ROI and attribution amidst budget constraints. Furthermore, maintaining customer trust while navigating complex data privacy regulations is a growing difficulty.
Professionals can subscribe to industry-leading newsletters and research publications. Attending major conferences and webinars is also an effective way to learn. Networking with peers and following thought leaders on social platforms provides real-time insights. Regularly reviewing reports like the State of Marketing helps teams adapt to the evolving landscape.
