This is a synopsis of our 2013 annual survey of marketing practitioners' adoption and use of technology. We surveyed more than 500 marketing practitioners from 15 industries globally. You can get the full study and white paper at www.ibm.com.

1. The State of Marketing 2013, IBM’s
Global Survey of Marketers –
A Synopsis
© 2013 IBM Corporation
A survey completed by IBM’s Center for
Applied Insight and the Enterprise
Marketing Management Group.

2. Smarter Marketing
In the US, $83B is lost each year in poor customer experiences
1
Marketers must re-examine how to …
© 2012 IBM Corporation2 © 2013 IBM Corporation
Evaluate &
prioritize
channels
Understand
& engage
customers
Create a
consistent
customer
experience
Optimize
marketing
performance
1. 2010-11 Research Study by Datamonitor/Ovum
Coordinate &
deliver
across the
enterprise

3. Smarter Marketing
To learn more, we surveyed more than 500
marketing professionals worldwide, across
© 2012 IBM Corporation3 © 2013 IBM Corporation
marketing professionals worldwide, across
more than fifteen industries, and found that...

4. Smarter Marketing
Customer management and customer experience informed by
and delivered through technology were top challenges
Figure: Top Three Marketing Challenges
Q. What are the top marketing challenges your organizations faces? Please select three factors.
© 2012 IBM Corporation4 © 2013 IBM Corporation
Base: All Marketers (n=512)

5. Smarter Marketing
But there is a group of marketers who are doing better than
others and belong to companies that financially outperform …
3-yr Gross Profit
Growth
3-yr Net Income
Growth
3-yr Stock Price
Growth
3.4x
© 2012 IBM Corporation5 © 2013 IBM Corporation
1.8x
2.4x

6. Smarter Marketing
And we define leading marketers by their influence of the
customer experience and use of marketing technologies
20%Currently do it
across some or
all channels
channel
optimizationtechnologies
Leading Marketers
Leaders proactively
influencing the customer
experience across channels
and using marketing
20%
© 2012 IBM Corporation6 © 2013 IBM Corporation
80%
Not a proactive leader
in owning CE across
channels
Currently do not
do it
Adoptionofcross-channel
optimizationtechnologies
Ownership of the Customer Experience
A proactive leader in
owning CE across
channels
and using marketing
technologies.
All Others
Trail the leaders in either
adoption of technology or
influence of the customer
experience, or both.
80%

7. Smarter Marketing
The impact across marketing’s 4Ps – especially in areas beyond
promotion – is profound …
4P’s Effectiveness
Q. And how effective do you think your marketing organization is
performing in these areas of responsibility?
% of 4/5 ratings on a scale of 1 to 5, where 1 means “not effective at all” and 5 means
“very effective.”
35%
difference
© 2012 IBM Corporation7 © 2013 IBM Corporation
Base: Leading Marketers (n=102), All Other Marketers (n=410)
19%
difference
31%
difference
34%
difference

8. Smarter Marketing
So how do these leading marketers differ from their peers?
Others Leaders Difference
Knows Customer
Context and
Integrates
Accordingly
Adjusts real-time offers based
on context 2.6x
Uses optimization tech.
across all channels 5.6x
Integrates inbound/outbound
and online/offline 1.4x
Conducts root causal analysis
of customer insights 2.1x
8%
15%
45%
39%
68% 92%
33% 68%
© 2012 IBM Corporation8 © 2013 IBM Corporation
Acts on Insights -
Systematically
of customer insights 2.1x
Applies advanced analytics to
determine media spend 2.2x
Detects transaction struggles
and takes action 2.2x
Takes a Broader
View of the
Customer
Experience
Tracks commitments from svc
interactions 1.9x
Identifies/remedies execution
gaps in brand promise 1.4x
Tracks customer lifetime
value 2x
33% 68%
31% 69%
27% 60%
39% 75%
58% 80%
16% 32%