03Marketing Tech Makes Waves State of Marketing 19 While marketing teams navigate organizational Emerging Tech Expected to Gather Speed in the Near Term change in the pursuit of a connected customer experience, marketing technology plays a Over the next two years, AI and IoT/connected devices are expected to rack up the prominent role behind the scenes. Marketers’ highest growth in usage among marketers. ability to orchestrate touchpoints in a journey is as much a technology challenge as a Percentage of Marketing Leaders Who Use or Plan to Use Anticipated teamwork challenge. the Following Tools or Technology over the Next Two Years* YoY Growth In terms of performance levels, top teams are 51% 27% 4.3x more likely than underperformers to Artificial intelligence (AI) +53% extensively use a data management platform Internet of Things (IoT)/ 66% 23% (DMP) and 4x more likely to use a customer connected devices +34% identity and access management (CIAM) 67% 21% platform. For more on DMP, see page 21. Marketing automation platform +31% 67% 20% Marketers anticipate the biggest growth in Social listening tools +31% technology to be in AI, which you can read Customer identity and 68% 20% more about in section 4. Other foundational access management (CIAM) +30% technologies not among this top 10 — but 68% 20% ranking high in overall usage — can be found in Mobile campaign management +30% the Appendix on page 37. For instance, 92% 66% 20% of marketers will use marketing analytics and Loyalty program platform +30% 91% will use a CRM system by 2019. 66% 20% Lead nurturing and scoring tools +30% 68% 20% Guided selling +29% 70% 19% Data management platform (DMP) +28% Currently use Plan to use * This is a partial list. Please refer to the Appendix for complete data. Salesforce Research