8 of the Most Compelling Stats from Salesforce's 6th State of Marketing Report

Salesforce’s 6th “State of Marketing” Report has delivered key insights and information that will help today’s marketers identify trends and propel their strategies forward.

If you want to take your marketing strategy to the next level, here are some key statistics from the report that you should know.


1. “63% of marketers use the same CRM system as and service departments.”

CRM isn’t just for salespeople! Once you implement CRM, CRM is forever, and all departments across your organization will benefit.

No matter your industry, whether your organization comprises 10 people or 10,000, CRM helps organizations of all types improve their business outcomes year after year.

Of course, once you implement CRM, all of your departments should be using the same CRM to avoid duplication of efforts and misalignment. Many CRM systems integrate well with top marketing automation technology in order to help your marketing team deliver the best results possible.


2. “81% of marketers share goals and metrics with sales colleagues.”

Although your sales and marketing data will be stored in your CRM system, there is some data that sales may not have direct access to, such as your social media engagement statistics, website page visits, form downloads, etc.

Work with your CRM system admin to ensure that sales and marketing have the permissions they need to be successful in their functions. By sharing the right data, you can work together better, improve sales and marketing alignment, and convert more leads to opportunities.

Sales and marketing should be working towards the same company-wide goals.


3. “45% of marketers plan to increase their use of social marketing tools (listening, publishing) this year. (1.2x more likely)”

Social Listening tools, like Social Studio in Salesforce’s Marketing Cloud, allow marketers to listen, analyze, publish, and engage across social media networks. Customer service and sales also benefit from social listening, as it helps all departments improve customer relationships.

A few key benefits of Social Listening include:

  • Responding to your customers in a timely and efficient manner on their preferred channel
  • Social media campaign tracking
  • Customize and craft content from multiple sources while maintaining your brand identity
  • Manage your social media presence across platforms
  • Tailor social media campaigns
  • Drive brand awareness across social media
  • Connect to new customers faster with social lead generation
  • And much more

With all of these benefits, it’s no wonder that more marketers are investing in social marketing tools.


4. “88% of marketers used their company website in 2020 to communicate with customers and prospects.”

According to Salesforce, this is a 7% growth rate from 2018. Among the tools listed (social publishing, email, display/banner ads, mobile app, mobile messaging, video/OTT, etc.), a company website was the most used; however, it did not experience the highest growth rate from 2018 to 2020.

According to Salesforce, Search Engine Marketing experienced the most abundant growth rate at 40% from 2018 to 2020, jumping from 53% usage to 67%.

How are you using your website to connect and communicate with your customers and prospects in 2021? Do you have a blog, resources like eBooks, white papers, and infographics, product and service pages, etc.? How will you create a better web presence in 2021 to make the best impression with your customers and prospects?


5. “For the first time, more than half of marketers describe their cross-channel content as dynamic – up from less than a third in 2018.”

Dynamic content, according to Salesforce, “lets you define attributes to content, marking the information your subscribers receive more relevant.”

This is a key part of Salesforce Marketing Cloud content creation.

Dynamic content helps to ensure that the content your audience sees is personalized for their unique attributes. Personalization helps your audience relate with your brand better, create intrigue, and helps you earn customers for life.


6. “67% of high-performing marketers are satisfied with the quality/hygiene of their customer data, compared to 11% of under-performers and 37% of moderate performers.”

Salesforce points at customer data as setting the stage for empathetic marketing.

As we know from various Salesforce Trailhead units, inclusive marketing makes a huge impact on your organization and customers alike.

The six principles of inclusive marketing are identified by Salesforce as:

  1. Tone
  2. Language
  3. Representation
  4. Context
  5. Appropriation
  6. Counter-Stereotyping

Empathy in marketing helps to set a foundation for inclusivity, diversity, and positive change.

Customer data plays a big part in executing an inclusive marketing strategy, as it equips marketers with the insights and information about their target audiences they need to deliver on these core principles. You can learn more about these principles, their importance, and how to execute an inclusive marketing strategy here and here.


7. “81% of marketers in 2020 said they are ‘more mindful of balancing personalization with customer comfort levels than we were two years ago.'”

This statistic not only reflects how important personal and professional development is but that marketers have become quick to adapt to the new buyer’s journey utilizing key technology like CRM and marketing automation to guide their processes forward.

Being mindful of the customer’s unique experience helps marketers to deliver tailored journeys.


8. “65% of marketers in 2020 tracked sales effectiveness (e.g., funnel engagement, rep performance).” 

By tracking these metrics, marketers better understand how their role relates to their counterparts. When sales and marketing are aligned, they set your organization up for success.

Having awareness of what is and isn’t working for sales will help your marketers market better and help sales fill in gaps.


These are just some of the incredible findings that Salesforce has shared in its 6th “State of Marketing” report.

Uncover every detail from the report when you download your own complimentary copy.

Download the Full Report

How can we help you propel your marketing strategy forward utilizing the power of Salesforce in 2021?

Contact us to request a personalized demo of Salesforce or learn more about what’s possible here.


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