Salesforce State of Marketing report promotes empathy, AI, and more focused KPIs

Salesforce has published its latest global State of Marketing Report, which has explored the rate of transformation within marketing and the data and organisational goals needed to achieve it.

The report, which collected data from almost 7,000 marketing leaders globally, had three overarching findings:

Marketing transformation is taking on new urgencyMore empathetic marketing is being achieved due to greater data and personalisationMarketers are doubling down turning...

Aimee Stone Munsell, CMO, Contentsquare: On leadership, learning, and lateral job moves

Aimee Stone Munsell, chief marketing officer at digital experience software provider Contentsquare, is a firm believer in the adage that a leader is only as good as their team. "A leader's job is to make themselves obsolete," she tells MarketingTech.

Realising the bluntness of that statement, Stone Munsell (left) laughs and clarifies. "What I mean by that is my job is to create at each level of management and leadership, to make the people underneath you successful and the...

Carolyn Corda, CMO, ADARA: On empathy as a marketer – with Covid-19 hitting travel hard

Carolyn Corda, chief marketing officer (CMO) at data co-op ADARA, notes the importance of empathy in marketing. This is not just in terms of campaigns, but also in becoming a better marketer.

“What’s really worked for me is I understand the business not just from the marketing angle,” Corda tells MarketingTech. “I’ve been deep in the different elements of airlines.”

For Corda, who prior to becoming CMO at ADARA was managing director for digital travel and...

Q&A: Nick Milne, Go Ignite Consulting: On data journeys and changing marketer – and vendor – expectations

The role of customer management at many organisations continues to evolve. Gone are the days when a simple CRM system would do the trick. With increasing data and workloads, alongside increased expectations for ROI, it is about balancing the requirements of multiple stakeholders and departments. 

Alongside this is the increasingly ludicrous martech landscape, which as of last year plotted more than 7000 vendors. Building out the...

Managing the content explosion: How to maximise your impact

Enterprises, or more specifically marketers in enterprises, are increasingly dependent on good content to influence the purchase decision making process of their customers. With the proliferation of social media and the sheer volume of branded activity, it can be difficult to effectively engage with buyers. A recent study from Venngage showed that two-thirds of marketers find producing consistently engaging, well-designed and visually appealing content their biggest struggle. As channels...

Carol McNerney, CMO, Information Builders: Marketing through digital and business transformations

If you begin a career in marketing and have ambitions to go to the very top, you want to become a chief marketing officer (CMO). Or at least, in most companies you do. For others, it is a question of semantics.

IBM, where Carol McNerney, CMO at business intelligence software provider Information Builders, cut her teeth, had traditionally been cut up into silos, with vice presidents (VPs) in charge. Indeed, it was only 2016 that the Armonk giant ‘officially’ hired its...

Analysis: The four key methods for marketing measurement to maximise impact

When looking at organisations today, market research and marketing analytics now absorb around 13-16% of marketing operations budgets. However, evidence from Gartner’s Marketing Data and Analytics Survey (client access required) indicates that these investments are mismatched with their output and this presents a significant risk to the ongoing investment.

So, what does one do to find what works and what does not – which marketing activities should be doubled down on and which...

Want to become a growth leader? Insist on CX data, says Gartner

Far more growing companies are using customer surveys to collect CX data than their more static competitors, according to a new report from analyst firm Gartner.

In its recent paper, titled 'Growing Companies Are More Actively Collecting CX Data Than Nongrowth Companies', Gartner said that companies that have witnessed a positive revenue growth collect more customer experience (CX) data compared to non-growth companies.

80% of growth organisations use customer surveys to...

How to ensure your marketing team’s BI dashboards are actually useful: A guide

No self-respecting marketing team would be without a business intelligence (BI) dashboard today. They’re immensely popular for good reason; a well-planned dashboard helps people to make sense of huge amounts of data in the blink of an eye, supports better business decision-making, and it looks good, too.

However, a poorly-designed dashboard can be worse than no dashboard at all. All too many companies are so eager to add dashboards to their business intelligence solutions that...

How to reach local audiences with your existing content strategy: Four in-depth methods

Consumer behaviour is trending toward on-the-go mobile shopping.

A 2018 study by Uberall revealed that 69% of smartphone users rely on their devices for shopping. Among those in that group, 82% had customised their searches to be “near me.” Data released in 2017 confirmed this trend: Four in five consumers want search results and ads to be customised to their local area, and half of smartphone shoppers visit a local store within a day of their...