Customer service data Transaction data Loyalty programs Subscriptions (e.g., newsletter) Interactive tools (e.g., quizzes, calculators) Cause-based marketing (e.g., Box Tops for Education) Digital tokens (e.g., NFTs) Gated content (e.g., research, webinars, e-books) Access to discounts Mobile apps Online learning platform Web registration/ account creation 88% 82% 82% 80% 75% 72% 71% 68% 62% 50% 43% 82% Marketing Tactics Used S A L E S F O R C E 13 [ bb I $ B W : b - C % ŧ9 T H E DI T I O N 01 Marketers Use a Wide Array of Strategies To Capture Data With every click and conversation, customers and prospects leave behind a trail of digital breadcrumbs. Eager to make the most of every interaction, marketers deploy a wide variety of tactics to collect clues for better audience understanding. Marketers use an average of 9 different tactics across the entire customer journey. Ever the innovators, marketers are branching out from the most popular tactics — leveraging customer service and commerce data that falls outside of their traditional purview. This suggests marketers are patching together a connected view of their customers and taking a full-funnel approach to data. Marketers Use Mix of Tactics To Deepen Audience Understanding
State of Marketing | Ninth Edition Page 12 Page 14