Today’s marketers strive to be creative, scientific, and experts in human behavior. They seek to break down functional silos between sales, commerce, and service to provide a more complete and unified customer experience. Doing so calls for the integration of data across a company’s entire tech stack.
The evolution of marketing, from one-to-all towards one-to-one, has subsequently delivered newer and more advanced capabilities–making AI essential for marketers to scale personalization and leverage insights. According to Bluewolf’s 8th annual The State of Salesforce report, more than 60% of the best marketers are currently using AI to enhance content generation, website personalization, and social media monitoring. Even more so, 65% are explicitly using AI to produce new material. New functionality, increased data volume, and the growing complexity of the customer journey makes it especially challenging for marketers to keep pace with change.
An Agile Culture of Customer-Centricity
Leading marketers employ Agile methods to create an optimal customer experience. These methods call for platforms that deliver real-time insights from customers to inform marketers exactly how to communicate with their customers. In fact, 66% of Marketing Cloud users engage customers in real-time across one or more channels and 74% of them adapt their strategies based on customer interactions.
Yet, with every platform that promises greater understanding of your customers comes the necessity to train your employees to use them effectively. While a trusted technology such as Salesforce Marketing Cloud can bring new and exciting components, your organization must adapt it to their own processes to reap maximum benefits. Eight out of ten of the best marketers report that they provide Salesforce training for new features and functionality.
A customer-centric culture that responds quickly to customer demands fosters a dextrous workplace where change is the only constant. Through an Agile approach, teams acquire the freedom to take informed risks. In an era of continuous reinvention, this vision needs to be transparent and dynamic. It should be informed by employees’ ideas – ideas that are especially valuable when employees base decisions off of only the best customer experience.
The New Currency of Marketing
Trust, even more than customer data, is becoming the currency of marketing. Brand affinity and trust are now inextricably linked. Consumers are increasingly concerned about how and where their data is being used, leading them to entrust marketers to use their information without abusing it. Leading organizations dedicated to discovering their customers’ unmet needs don’t just ask for loyalty based on personalization; they continuously earn and provide reasons for their customers to trust them.
Today, market factors surpass technology as the most important external force impacting businesses. As more companies adopt foundational digital technologies, these become less of a brand differentiator. Instead, changing customer preferences (specifically, the value they place on trust) are the external factors around which marketers are rallying. By prioritizing an improvement in customer experience, protected personalization has become an essential focus for CMOs.
Want to learn more about how the best marketing teams are using Salesforce? Download The State of Salesforce 2020 report–now.
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Bluewolf, an IBM Company, is a global consulting agency and proven Salesforce strategic partner that builds digital solutions designed to create results. Now.