It’s the most wonderful time of the year — to look back at 2014 research, statistics, and trends to see how the marketing industry progressed over the past twelve months.
And progress it did! Thanks to research compiled by Salesforce Marketing Cloud (viewable in the infographic below), we can take a look at marketers’ most common pain points, obstacles, and motivations from the past year — and keep these in mind as we fine-tune our plans for 2015.
A few key takeaways from their research? For starters, 86% of CMOs agree that creating a cohesive customer journey is a top priority, but only 33% of mid-sized businesses and 27% of SMBs have adopted such a customer-centric strategy (for those wondering what a typical B2B customer journey might look like, check out our interactive buyer journey infographic for a quick walk-through and a few marketing tips).
Unsurprisingly, 53% of CMOs also say that return on investment is the top metric that they use to measure success. The strategy that led to the highest influenced revenue in 2014? Marketing email campaigns using predictive intelligence (i.e. email campaigns using customer data to deliver the right message at the right time).
But we’ll let the stats speak for themselves. Take a look at Marketing Cloud’s “Most Wonderful Stats of the Year” infographic below for a complete look at 2014’s top marketing statistics.
Looking for more industry research as you start planning your marketing strategy for the new year? Pardot’s “5 Engagement Questions — Answered” takes a look at your audience’s views of content and social engagement with a brand. Check it out for more statistics and best practices tips.