TH SALESFORCE STATE OF MARKETING, 9 EDITION 9 Marketers Wield a Variety of Tools To Spur Growth Marketers Use Diverse Tools To Fine-Tune Outreach and Measure Success Marketing organizations have a broad remit spanning brand-building to revenue generation. In turn, they Marketing Tools and Technologies Used rely on a wide set of tools to keep up. Marketing analytics/ measurement tools 88% Marketers use an average Customer relationship of 8 different marketing management system 86% tools and technologies. Advertising platforms 80% The popularity of analytics/ measurement tools and customer Mobile marketing 78% relationship management systems Marketing automation/ 78% shows an emphasis on data-driven journey management approaches and fostering better Email service provider 78% customer engagement. However, many marketers use additional tools Content 73% to capture, unify, and activate data management system from across the customer journey in Customer 72% more refined ways. data platform Personalization engine 71% Account based 70% marketing platform* *Base: B2B and B2B2C marketers