2 in 3 marketers believe it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals.
Also, customer acquisition is a more important objective this year than customer retention.
Not surprisingly, marketers are most bullish about digital media budgets, and are also enthusiastic about their effectiveness.
But worries around ROI and ROMI remain paramount.
3 in 4 say they need to generate more leads in the next year to meet their goals.
Sending letter-sized envelopes to prospect lists is a valuable tool.
7 in 10 say they have achieved positive ROI from their investment in a CDP within 6 months.
Close to three-quarters of marketers surveyed anticipate these behavior changes will have a significant impact on their 2022 marketing strategy.
Webinars and virtual events are high on the list of best-performing content assets in the past 12 months.
On the other hand, more than 3 in 4 consistently measure sales and revenues.
About 6 in 10 CMOs surveyed say they feel more pressure to prove marketing’s value to the CEO.
Receiving executive buy-in is less of a challenge when implementing a data unification and management strategy.
Data quality is a key component, but something that marketers are struggling with.
3 in 10 are using a digital data onboarding provider to support targeting using their first-party data.
A majority of executives around the world question the sincerity of their organizations’ sustainability initiatives.
Many also plan to introduce new go-to-market strategies.
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