03 Marketers Satisfied With Cross-Channel Customer Engagement All respondents High performers Moderate performers Underperformers 78% 93% 50% 80% Marketing Channels Used 93% 91% 90% 90% 87% 85% 81% 80% 76% 66% 56% 56% Social media Website/app Digital ads Email marketing Digital content Video Mobile messaging Direct mail/print advertising Events and sponsorships Audio Organic search TV/OTT S A L E S F O R C E 22 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Tried and True Channels Dominate While Audio/Video Lag 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.** **“Branded vs. Unbranded Search in Today’s Retail Landscape,” Total Retail, June 2020. *Salesforce State of the Connected Customer, August 2023.