TH SALESFORCE STATE OF MARKETING, 9 EDITION 24 03 Marketers Move to a Marketers Connect the Dots to Reach Their Audience Lifecycle Approach for Personalization Strategies Used for Personalization Support content for existing (e.g., how-to guides, 87% Creating a unique brand experience requires customers troubleshooting tips) ongoing, targeted engagement throughout Customer retention content the customer journey. This can be particularly for existing customers 85% challenging during early stages, when less (e.g., loyalty program invitations) customer data is available. Such constraints Personalized emails 84% could explain why marketers are more likely to personalize content for established customers than onboarding materials for newcomers. Personalized web pages 80% Over half of marketers provide all of the above, Personalized in-app 79% taking a lifecycle approach to personalization. experiences A lifecycle approach is when Dynamic content 76% marketers personalize content along the entire customer journey Onboarding content 74% — from onboarding to retention and for new customers ongoing support. Marketers Using a Lifecycle Approach To Personalization Still, 43% of marketers take a fragmented approach to personalization — demonstrating an understanding of customer needs at certain stages and leveraging mass messaging at others. 60% The divide is sharper when segmented by 59% 48% All respondents performance, as underperformers fall behind 57% their high- and moderate performing peers. High Moderate Under- performers performers performers