Appendix D State of Marketing 45 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. Percentage of Marketing Leaders Who Use or Plan to Use Anticipated the Following Tools or Technology over the Next Two Years YoY Growth Marketing analytics/measurement tools 75% 17% +23% Currently use Plan to use Customer relationship management (CRM) 73% 18% +25% Email campaign management 73% 17% +23% Social publishing tools 72% 18% +25% Content management platform 72% 18% +25% Internal collaboration tools (e.g., messaging apps, internal social networks) 71% 18% +25% Data targeting and segmentation 70% 19% +27% Data management platform (DMP) 70% 19% +28% Guided selling 68% 20% +29% Customer identity and access management (CIAM) 68% 20% +30% Mobile campaign management 68% 20% +30% Marketing automation platform 67% 21% +31% Social listening tools 67% 20% +31% Internet of Things (IoT)/connected devices 66% 23% +34% Loyalty program platform 66% 20% +30% Lead nurturing and scoring tools 66% 20% +30% Artificial intelligence 51% 27% +53% Salesforce Research