Appendix B State of Marketing 42 Marketers Move to Evolve Journeys, but Data Woes Linger Extent to Which Marketers Coordinate Messages High Performers vs. Top teams are more likely to evolve their in the Following Channels with Other Channels Underperformers marketing messages across channels. Still, the percentage of those doing so is relatively low and 48% 36% 1.9x shows room to improve. 32% 50% more likely Social media marketing 25% 51% to evolve 39% 43% 1.8x 23% 56% more likely Display/banner ads 23% 53% to evolve 37% 45% 1.8x 23% 54% more likely Organic search 20% 52% to evolve 43% 39% 1.8x 23% 54% more likely Paid search 24% 49% to evolve 45% 38% 2.2x 26% 52% more likely Customer communities 20% 46% to evolve 47% 39% 2.2x 27% 53% more likely Email 21% 52% to evolve 46% 40% 2.4x 29% 51% more likely Website 19% 54% to evolve 41% 42% 2.2x 26% 52% more likely Mobile marketing 18% 52% to evolve 41% 43% 2.6x Native advertising/ 23% 55% more likely sponsored content 16% 61% to evolve 43% 40% 2.0x Advertising on social 28% 54% more likely Messages evolve across channels based on customer actions platforms 22% 53% to evolve High performers Moderate performers Underperformers 40% 42% 1.8x 26% 55% more likely Identical messages are broadcast across channels Video advertising 22% 50% to evolve High performers Moderate performers Underperformers Salesforce Research