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Report: Marketers’ Self-Worth to Organizations Explodes

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TLDR:

According to Salesforce’s State of Marketing report, virtually every nine out of ten marketers believe the worth of their work provides even more value than it did in 2021. It’s not a particularly encouraging report—much of it is rocked by micro and macroeconomic concerns such as the Great Resignation, supply chain issues, etc.

Virtually every nine out of ten marketers believe the worth of their work provides even more value than it did in 2021. This is a 10% increase for this particular data point compared to the previous year.

That’s one of the ideas that arose from the 2022 Salesforce State of Marketing report. 

“The report is based on responses from 6,000 polled marketing managers, directors, VPs and CMOs across 35 countries and provides a snapshot of prevailing trends in the marketing sector.”

It’s not a particularly encouraging report—much of it is rocked by micro and macroeconomic concerns such as the Great Resignation, supply chain issues., etc.

A decisive 91% of CMOs responded that they feel as though constant innovation is the pathway to success. Conversely, many challenges of CMOs remain the same. 

Interestingly, “for B2B companies, advertising takes up 16% of marketing spend, followed by content and Account-Based Marketing (ABM) on 15% each.”

Even though tools and tech are priority No. 1 for marketing departments, the data revealed it’s priority No. 4. Around 90% of B2B marketers prefer to use marketing spend on CRM, ABM, and AI platforms.

Almost three-quarters of B2B marketers—68%—have a well-developed AI strategy, but most automate customer interactions. That was closer to 90%. Consistent with this figure is the number of marketers using prerecorded and live videos.

While email is starting to show signs of decline, it’s still a relevant and reliable marketing channel at 84% of all outbound messaging.

In terms of the people companies attract, it’s no surprise that the pandemic affected this area. It impacted 70% of B2B companies investing in collaboration technology. COVID-19 impacted events, creating opportunities to both physically and virtually attend. 

Anybody who has an interest in marketing will find value in this report. 

Original article from Diginomica 7 November 2022. 

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