5 major pain points for your marketing decisions


The role of the marketing decision maker is becoming more and more important for company growth. But CMOs are still struggling with hurdles that limit their potential. Here you can read where you have to start for successful strategic marketing.

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Data-driven marketing is an essential pillar in the digital transformation of companies. Chief Marketing Officers have helped reach customers digitally and are now most closely connected to the most important asset – customer data. They are at the forefront when it comes to taking full advantage of the economic recovery that is expected after the pandemic. Unfortunately, this will not be a sure-fire success. It takes a thoughtful strategic marketingthat reaches a more demanding and diverse clientele and appeals to them positively.

The Marketing Intelligence Report from Salesforce illuminates this tipping point in company growth and surveyed over 1,050 marketing decision-makers from seven countries. Nine out of ten respondents include marketing-driven business growth as one of their top priorities. But there are still some obstacles in the way: Marketing decision-makers have identified five major pain points that make the task difficult for them and should be eliminated.

What is strategic marketing?

In contrast to short-term operational marketing, strategic marketing is long-term and usually covers a period of several years. Strategic marketing accompanies the development of the company, the development of new customers and the discovery of important marketing trends and channels. The focus is also on maintaining and expanding existing customer relationships, and this has increased since the pandemic. Where there used to be a lot of intuition in strategic marketing, now a lot of data is available. They let the marketing act well-founded and intelligently and help it to get to know the customers better. The upper management of a company, especially the Chief Marketing Officer, is responsible for strategic marketing.

Marketing decision-makers know the hurdles for a functioning strategic marketing. (Image: shutterstock / rawpixel.com)

Pain-Point # 1: Many marketing leaders are still not reaching their growth goals

Marketing is the engine room for scaling business. Of the surveyed marketers, 87 percent say their position is critical to business growth. The most important indicators for growth for them are sales, customer satisfaction, lifetime value of a customer and brand loyalty. But in view of this importance, the reality still falls short of expectations: Only two out of five respondents rate themselves as “very successful” with regard to these goals. At the top of the list of obstacles to growth marketing: no consistent measurement and reporting. A lack of resources and talents, inadequate data management and a lack of real-time insights were also frequently mentioned.

Strategic Marketing: The Pain Points

Pain point # 2: Too many different data sources

Email, websites, display advertising, affiliate, social media – the sources for marketing performance data are more diverse than ever. Marketing professionals use an average of 21 different marketing and advertising platforms. That is an increase of 50 percent within the last two years. 79 percent of those surveyed consider a cross-channel view of marketing data to be important or very important. But with each additional channel, the complexity of the marketing strategy grows, in which each component has to be right. The burden also increases. Every channel has to be recorded, evaluated and taken into account for decisions. And that in a setting in which 62 percent of those surveyed still track the individual channels separately.

Strategic Marketing: Platforms Used

Pain-Point # 3: Time-consuming data integration and poor data management

Every second marketer complains about the poor quality of the existing data. 45 percent complain about inadequate data governance, which in many companies is still not possible in an automated form. The effect: A lot of manual work remains in the CMO’s area. Although more than half of the respondents use an automated method for data integration, almost a third still integrate the data manually. And that takes time. With manual methods, 43 percent of marketers spend at least one week per month on this work.

Strategic Marketing: The Data Integration

Pain-Point # 4: The personalization doesn’t work

More than half of end and business customers expect that offers are always personalized. They want companies to understand their personal needs. With marketers they run into open doors with it. Addressing customers with empathetic, personalized messages is one of the top priorities for respondents. But it works too seldom. Only 21 percent of marketers are completely satisfied with their company’s ability to use data for personalized advertising. One of the biggest challenges is identity management: How can customers be tracked through different channels? How can you reach them there with personalized content? This requires advanced and often AI-supported skills in feeding, cleaning and harmonizing data from all sources. The eBook offers helpful answers and a guide to personalization Individual personalization: from vision to implementation from Salesforce.

Strategic marketing: how personalization works

The fine art of personalization: a how-to shows you how to do it. (Image: Salesforce)

Pain point # 5: Lack of real-time insights, poor reports for stakeholders

Even those who have integrated their data well will encounter problems in analysis and processing. Linking marketing data with business results and gaining insights together with other teams – this is essential for business growth. But 74 percent of marketers say that key stakeholders cannot easily access data and insights. The slow pace of report generation is also lamented, often caused by manual data preparation. Only 32 percent of marketers see daily performance numbers. In short: the reports often do not arrive there and not in the form where and how they are actually needed. Many respondents are correspondingly dissatisfied with how their company can use the potential of strategic marketing. Only 45 percent believe that they are very good at influencing measurable business results.

Strategic Marketing: Barriers to Data Analysis

Marketing Intelligence Report: CMOs want to improve the customer experience with data-driven marketing

The for the Marketing Intelligence Report surveyed marketing experts are highly motivated to remove weaknesses for strategic marketing. They see the most important improvements in the optimization of marketing expenses, an overall overview of marketing performance, the creation of a better understanding of customers and better data preparation in order to get to know customers, develop customer relationships and thus increase sales in the long term.

To achieve these goals, chief marketing officers look for technology partners who can offer them long-term solutions and a holistic approach. Tools used selectively are often too short-sighted. Only a comprehensive strategy and broad-based services under one roof make it possible to collect and process big data from all sources. Customer data platforms, which capture customers across many platforms, are an emerging technology for marketers.

Do you want to know what is currently moving marketers and what the state of data-driven marketing is? In the Marketing Intelligence Report from Salesforce you will find results, answers and further analysis.

Download the report now

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