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Lorraine Salmon
Mohonk Mountain House
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What Are Top Marketers Thinking?

How are marketers prioritizing in today’s multichannel world? A new survey from Salesforce gives us critical insights. Based on 3,500 responses from around the world, these data reflect marketers’ focus on customer experience, the customer journey, the need for targeting and personalization, and multichannel integration. In your direct mail, email, and multichannel marketing projects, how far along are you with these efforts? How can we help?

 

Experience Is the Brand Battlefield

High performing marketers are 2.0x more likely to focus on customer experience than moderate performing or under-performing marketers, and they are 2.7x more likely to lead those efforts across the company.

 

Large Percentage of Marketing Leaders Agree about Customer Experience

Take a look at the percentage of marketing leaders who strongly agree or agree with the following statements:

Customers Will Walk If Experiences Aren’t Personalized

In a separate study of over 7,000 consumers and business buyers worldwide, a majority of customers said they would switch brands or vendors if communications weren’t personalized.

• 52% of consumers are likely to switch brands if a company doesn’t personalize communications to them.
• 65% of business buyers are likely to switch brands if a vendor doesn’t personalize communications to their company.

 

Multichannel Marketing Increasingly Means Video

When asked about the digital channels they use in their marketing, video advertising tops both B2B and the B2C companies’ efforts. This data reflects each channel’s average growth over a two-year period.

Top Performers Coordinate Channels

Creating a connected customer experience begins one channel at a time. High performers are 12.8x more likely than underperformers to heavily coordinate marketing efforts across channels.

 

Customer Journey Is King

High-performing marketers overwhelmingly agree that a connected customer journey across all touch points and channels is a boon to business, lifting everything from loyalty levels to revenue.

60% of B2B marketers say they’ve been more focused on improving audience segmentation and personas over the past 18 months.