Country Profile State of Marketing 34 Netherlands (350 Marketing Professionals) Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves 62% say a connected customer journey across all touchpoints and channels positively Tools and Tech Most Essential to 1-to-1 Marketing impacts customers’ willingness to recommend products and services Customer relationship management (CRM) Mobile campaign 1Social publishing tools 2system 3management say a connected customer journey across all touchpoints 62% and channels positively impacts overall customer engagement of marketers say their current tech stack is extremely or very effective at 55% delivering better analytic insights Top Challenges in Creating a Connected Customer Experience of marketers say their current tech stack is extremely or very effective at Difficulty leveraging data Outdated organizational 54% improving marketing efficiencies (e.g., automating tasks, etc.) 1Budgetary constraints 2from different sources 3structure Shifting Priorities Spark Organizational Change Marketing Embraces the AI Revolution o arketers say they’re aligning marketing roles to a customer journey strategy f m of marketers say they use AI extensively or on a limited basis with another 31% 58% vs. traditional roles (e.g., by marketing channel/function) 54% piloting or planning to use within two years of marketers who use AI say it’s absolutely or very essential in helping their company o arketers are extremely or very satisfied with their 49% create 1-to-1 marketing across every touchpoint f m 52% collaboration with other departments (e.g., sales, service, IT) Primary Roadblocks in Executing an AI Strategy of marketers are extremely or very satisfied with their ability to Lacking the right internal 47% engage customers across channels at scale skill set (e.g., too few data Data is stored in disparate 1Budgetary constraints 2scientists) 3systems Salesforce Research