It’s no secret today’s customers expect 1-to-1 relationships with brands. And for marketers, the tools are there: They’re using an omnichannel approach to provide unified and personalized experiences across the customer journey. But every set of opportunities has its own obstacles.
Our “2016 State of Marketing” report is a guide to the challenges keeping marketers up at night, including how top performers overcome them. Based on a survey of nearly 4,000 marketing leaders, the report takes an in-depth look at the tools and tactics high-performing marketers use to get past obstacles such as:
Get the secrets to success from 4,000 top marketers in this report
1. Symptoms of isolated data insomnia
When a company uses legacy technology, stores data across departmental silos and tasks different teams with tracking different metrics, collaboration becomes nearly impossible. It’s crucial that marketers break down the silos dividing commerce, sales, service and marketing.
2. Nightmarish dreams of disconnected channels
Different channels require different messaging. What customers expect from a phone call is rarely what they want in an email. How they behave in one online community is not necessarily how they behave in another. Marketers need to understand this to deliver the right message in the right place at the right time.
3. Marketing analytics anxiety
Marketers have access to unprecedented amounts of data, necessitating ever-more-powerful analytics—not to mention security. Often, however, marketers find that their analytics tools are not connected to each other or to the real-time data they need. How can you craft, execute and optimize campaigns if your toolsets aren’t integrated or are unavailable?
These are just a few of the challenges keeping marketers up at night. To see what else marketers are thinking about, check out our report.
