60% of companies have a strategy to reduce dependence on third parties to obtain customer data

17 Feb. (Portaltic/EP) –

He 60 percent of marketing managers in Spain claim to have a defined strategy to reduce dependence on third-party companies when obtaining data from their customers.

It is one of the conclusions reached in the 8th Edition of the State of Marketing Annual Report conducted by Salesforce, for which 6,000 professionals from 35 countries from industries of all kinds have been interviewed.

Part of the results of this analysis were presented this Friday, at a meeting in which the ACP Cloud Sales of Salesforce, Laura Guzmán, and the SVO Cloud Sales, Salesforce Medit, José Yáñez, participated.

For Guzmán, “this edition of the State of Marketing report will become a useful guide to help professionals with the changing landscape of marketing and offer exceptional experiences to customers who help build lasting relationships.

CHALLENGES OF MARKETING DEPARTMENTS

In this study, the challenges and priorities of the marketing departments of companies for this year have been detected. In the case of Spain, it has been insisted that professionals prioritize creating a cohesive ‘customer journey’as well as experimentation with new marketing strategies or tactics, and compliance with privacy requirements.

The three main challenges collected in the report refer to the need to strengthen the tools and technologies available, in order to keep them updated and optimized, as well as improve collaboration with the proliferation of remote teams.

Likewise, from Salesforce they have indicated that it is important seek the balance between personalization and customer comfort. “It is also important to know how to balance that personalized treatment with privacy to prepare for a future without ‘cookies'”, added the ACP Cloud Sales of Salesforce, Laura Guzmán.

RELATIONSHIP BETWEEN COMPANIES AND CUSTOMERS

In the report presented, the company has found the four key trends shown by companies and marketing professionals in the way they relate to their customers.

First of all, Salesforce has qualified that the relationship with customers It is advancing along new and traditional paths, since employees and managers of this type of company are investing in combining channels and technologies to reach the public through new formats.

In this sense, it has been commented that television and over the counter (OTT) services, audio and digital content are the channels that have experienced the greatest increase in use in the last year by marketing professionals in Spain. .

Nevertheless, email marketing o ’email marketing’ is still the number one choice for businesses, accounting for more than 80 percent of all messages sent through Salesforce’s cloud platform.

On the other hand, the firm has indicated that professionals are in a technological and regulatory landscape but that, although 81 percent of professionals in this area continue to invest in third-party data, 60 percent claim to have a fully defined strategy to abandon this source of their client data.

Among the actions implemented by marketing professionals in Spain, we find 56 percent of incentive programs for customers to obtain information, 54 percent of creating their own data management strategy or a management strategy of crossed data (52 percent).

Salesforce has also found that key performance indicators (KPIs) change as real-time information is optimized, so the speed to obtain information It is still a competitive advantage. Currently, 84 percent of marketing organizations in Spain interact with customers in real time through one or more channels.

COLLABORATIVE TECHNOLOGIES AND TOOLS

The company has also determined, based on survey responses, that remote teams improve with collaborative technologiesalthough this shift to virtual environments also has its complexity.

So much so that 74 percent of Spanish marketing professionals affirm that it is now more difficult to collaborate than before the pandemic. However, collaborative tools represent an outstanding help for professionals and it has been concluded that respondents use an average of four of these tools.

Likewise, the report determines that of the total number of marketing professionals, 87 percent say their work adds more value now, despite the macroeconomic and labor uncertainties that are occurring globally. This data is reduced to 85 in the case of Spaniards.

To optimize processes and strengthen the way in which organizations relate to their customers, Salesforce highlights its Customer 360 platform, which is currently “helping companies in all sectors to increase their efficiency,” according to Yáñez.

Is cloud-based technology solution Its objective is to help companies provide the customer with a unified experience to connect easily with Service Cloud, Marketing Cloud and Commerce Cloud, as well as other external applications (Slack, MuleSoft, Tableau and among others).

According to company data, its clients “achieve a 31 percent improvement in customer engagement and a 28 percent increase in return on investment (ROI) from their marketing investments.” “.