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