TH SALESFORCE STATE OF MARKETING, 9 EDITION 22 03 Underperformers Still Struggle to Connect Traditional Channels “Meeting customers where they are" is a familiar marketing mantra. Yet that doesn't make it easy, especially when customers' channel preferences are context-dependent.* Marketers engage customers across an average of 10 channels. Seventy-eight percent of marketers are satisfied with their ability to engage customers across channels, but this overall figure masks a large divide between high and low performers. Half of underperformers struggle to engage customers across more than one channel while 93% of high performers are satisfied with engaging customers across channels. Many marketers are also neglecting organic search, which can be among the most effective channels. According to a survey of more than 450,000 businesses, 88% of B2B sites and 58% of B2C retail sites are found through unbranded search.** Tried and True Channels Dominate While Audio/Video Lag Marketing Channels Used Marketers Satisfied With Cross-Channel Customer Engagement 93% All respondents 78% 91% 90% 90% 87% 85% 81% 80% 76% 66% High performers 93% 56% 56% Moderate performers 80% Underperformers 50% ia pp ds ng nt eo ng g ps o ch TT d ti e d sin i di O e e/a al a e Vi agi ti sh Au ear m it it k ont ss er or s TV/ s g ar c e v s ic b i l d cial e D m ta m on an o l e a p g S W ai gi l t Di i in s r Em ob pr nd O / M l a i s ma ent ct v ire E D *Salesforce State of the Connected Customer, August 2023. **“Branded vs. Unbranded Search in Today’s Retail Landscape,” Total Retail, June 2020.