Marketing Trends & Insights 2018 For key market research & Stats from Gartner, IDC, Forrester and more visit https://www.fourquadrant.com/go-to-market-charts-marketing/ Marketing Embraces the AI Revolution Marketers expect AI usage to jump in the next two years. However, AI is most hindered by budget constraints, privacy concerns, and lack of skills Marketing Tech Makes Waves High performers are using twice the number of tools and technologies as under-performers. Top teams are 14x more likely than under-performers to be heavy tech adopters Marketing Tech Makes Waves AI leads the charge in marketing-tech anticipated usage rates with 53% growth. However, across all tools and technologies surveyed, growth rates remain healthy. Shifting Priorities Spark Organizational Change Modern marketing is dependent on relationships between business units. Sixty-nine percent of marketing teams share common goals and metrics with sales teams; 64% say the same for customer service. Marketers Move to Evolve Journeys, but Data Woes Linger High performers use nearly twice the number of channels as under-performers. However, those messages don’t live in a vacuum and are more likely to be coordinated across channel. Marketers Move to Evolve Journeys, but Data Woes Linger Top teams are more likely to evolve their marketing messages across channels. Still, the percentage of those doing so is relatively low and shows room to improve. Marketers Move to Evolve Journeys, but Data Woes Linger Social platforms remain a mainstay for marketers. However, mobile channels like SMS and apps will see substantial growth over the next year. Marketers Move to Evolve Journeys, but Data Woes Linger Several channels experienced triple-digit growth over the past two years. B2B marketers are playing catch-up on their use of channels considered the domain of B2C companies, for example, video advertising and SMS/text messaging. Customer Experience Is the Brand Battlefield Marketers plan to increase spend for social more than any other channel. Although social media marketing tops the list of spend for all marketers, other top areas of spend vary by performance level. FOR ADDITIONAL GO TO MARKET RESOURCES VISIT FOURQUADRANT.COM FOR: Marketing Automation Buyer’s Checklist https://www.fourquadrant.com/go-to-market-planning-templates/marketing-automation-buyers-checklist/ How to Evaluate B2B Marketing Automation Platforms https://www.fourquadrant.com/evaluate-b2b-marketing-automation-platforms/ Download free marketing templates @ fourquadrant.com/free-marketing-templates/ For key market research & Stats from Gartner, IDC, Forrester and more visit https://www.fourquadrant.com/go-to-market-charts-marketing/ Go-To-Market Strategy Planning Templates @ https://www.fourquadrant.com/go-to-market-planning-templates/go-to-market-strategy-planning-template/

1. Go to market resources @ fourquadrant.com
Marketing Trends & Insights 2018

2. Marketing Trends & Insights 2018 – Average Number of
Tools & Tech Used
Gotomarket resources available@www.fourquadrant.comSource: IDG
Source: Salesforce Research

3. Marketing Trends & Insights 2018 – Marketer’s Plan to
Use AI
Gotomarket resources available@www.fourquadrant.comSource: IDG
Source: Salesforce Research

4. Marketing Trends & Insights 2018 – Increase in Marketing
Spend
Gotomarket resources available@www.fourquadrant.comSource: Salesforce Research

5. Marketing Trends & Insights 2018 – Preferred Marketing
Channels
Gotomarket resources available@www.fourquadrant.comSource: Salesforce Research

6. Marketing Trends & Insights 2018 – Marketing Messages
Gotomarket resources available@www.fourquadrant.comSource: Salesforce Research

7. Marketing Trends & Insights 2018 – Average Number of
Channels Used by Marketers
Gotomarket resources available@www.fourquadrant.comSource: Salesforce Research

8. Marketing Trends & Insights 2018 – Growth by Channel
Gotomarket resources available@www.fourquadrant.comSource: Salesforce Research

9. Marketing Trends & Insights 2018 – Service
Gotomarket resources available@www.fourquadrant.comSource: Salesforce Research

10. Marketing Trends & Insights 2018 – Tech Plans
Gotomarket resources available@www.fourquadrant.comSource: Salesforce Research

11. Read the full post, B 2B D igital B usiness Transform ation @ /sales-
technology-research
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