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Without question, turning to data to help develop and maintain businesses is vital. 

Intelligent data is the lifeline and facilitator of success, whether it’s reacting to changing consumer behavior during and after the COVID-19 epidemic or making smarter business choices in marketing.

However, for several reasons, leveraging data remains challenging. These issues vary from data access and integration to technological proliferation and insufficient data collection methods. This is what the latest Salesforce marketing intelligence report shows. 

[**The Marketing intelligence report:**](https://www.salesforce.com/content/dam/web/en_us/www/documents/reports/global-marketing-intelligence-report.pdf) Data and Analytics Trends to Drive Future Growth is Salesforce’s latest release. This report based its findings on data from a double-blind online survey where over 1,050 marketing personnel across the world took part. Some of the critical questions that the study considered were;

- How are marketers putting growth requirements into action, increasing visibility into marketing ROI, and using data to support business goals? 
- The most challenging aspects of integrating marketing data? 
- What function does cross-channel marketing play?

The study has a wealth of helpful information for marketing teams, but three topics, in particular, are distinct in terms of what they imply for businesses in the future:

## **Planning, execution, and maintenance are all critical.** 

Marketers that are fully happy with their investments and results are 4.8 times more likely to be satisfied with data integration, according to Salesforce. 

This planning component has always been important, but it is much more so today, given the rapid digital changes that most companies have seen in the last 12-18 months.

## **Connecting marketing activities to business outcomes is critical.** 

To measure anything, teams must first have the appropriate data in the right location and linked in such a manner that you can obtain an accurate picture and result of all marketing efforts. 

This argument emphasizes the necessity of obtaining a 360-degree picture of the client, which is usually via a customer data platform (CDP).

## **Collaboration with cross-functional stakeholders is critical.** 

Sharing and collaborating on data analysis, linking marketing efforts to business results (which goes far beyond system connections), and applying what you learned to plans are some of the top obstacles, according to Salesforce. 

All of these issues revolve around cross-departmental collaboration. Customers don’t care whether data is held by various departments and utilized for multiple reasons; they want consistency no matter where, when, or why they engage with an organization.

Furthermore, the study also shows some critical insights into;

1. ### **Growth is a predetermined goal.**
    

According to the study, two-thirds of marketers have aligned their objectives with leading growth, and 96% think marketing plays a crucial role in generating ROI and development for their companies.

This is it; the world is transitioning from simply being ‘chief marketing’ to ‘chief growth,’ pushing in ROI and company development”. 

That’s a significant departure from what businesses have seen in the past. 

It used to be all about getting your marketing message out there, on every channel, and in every location. Now it’s all about sending the appropriate signals to promote company growth.

2. ### **The need for analytics speed and intricacy of marketing reporting** 
    

One of the underlying truths is that consumer tastes are transient, and marketers must adapt to meet them. And without the appropriate systems, marketers have less access to real-time or cross-channel marketing performance data-not leaving out automated cross-channel reporting.

Marketers want more access to data and at a faster rate so they can make an informed choice. However, only a small percentage of marketers have access to real-time or timely data. Perhaps the reason for this is poor data integration. 

3. ### **Data integration across many channels is a common problem.**
    

Possibly due to the recent pandemic, just one-third of marketers in the Marketing Intelligence Report rate their company’s marketing data management and integration as “good.”

“What makes data integration such a problem? Not everyone utilizes the same platforms or a single stack to power their whole marketing strategy. For instance, Facebook, Instagram, TikTok, and other new social media platforms pop up often. 

That generates more data, making it more challenging for marketers to regularly maintain a high level of data integration.

## **Looking at it on a broader scale** 

Integrations, planning, and maintenance can make or break a program. That is possibly one of the most vital lessons that many businesses have learned recently. More than ever after, many companies, particularly those in the consumer goods industry, completed digital transformations in months rather than years.

The next step in a future where most, if not all, activities are digital is to improve how systems are interconnected. Importantly, just because systems are linked digitally does not imply that they are efficient. Teams should keep track of efficiency and inefficiencies to improve the areas that matter most to their customers’ satisfaction.

Teams should assess where data is stored (distributed or centralized) and linked as part of this endeavor. It is also essential to link marketing efforts to business objectives as you build that framework. That is because linking marketing efforts to business results helps determine how much money you’re making. It also allows teams to make better choices about what they should do next.

To get to this stage, you must first map data points and their corresponding systems to see how they are related. Then it’s a matter of learning how to link data in the most efficient way possible to build a comprehensive picture of the client profile while avoiding any blind spots. Overall, a CDP is the most accurate method for businesses to link data to marketing efforts and specific consumers.

Data cleanliness is one of the most often asked topics questions in a team. 

How can they keep data clean after it’s in the proper location? The answer is that data cleaning begins with the design and implementation of procedures that reduce manual, time-consuming tasks. 

However, this isn’t enough. You should also examine existing practices regularly to discover inefficiencies and see whether they can be modified or replaced with newer, superior ones. It should be a continuous endeavor since previously efficient methods may soon become inefficient in today’s fast-paced world.


Without question, turning to data to help develop and maintain businesses is vital. Intelligent data is the lifeline and facilitator of success, whether it’s reacting to changing consumer behavior during and after the COVID-19 epidemic or making smarter business choices in marketing.

salesforce-marketing-intelligence-report-key-insights

Salesforce Marketing Intelligence Report - Key Insights.

**Marketing** is about establishing objectives and delivering tangible outcomes, not simply flashy advertising and amusing commercials. A campaign may provide quantifiable indications of such results, but only if it is well-designed. The initial step is to define a set of objectives.

Some important reasons for creating campaigns are attracting new consumers, improving brand loyalty and repeat business, boosting average sales, or offering new products and services to your customer.

Determine what you can do to advance your company and set specific objectives based on your findings. The more precise you can be (rather than, say, declaring a goal to improve profit), the easier it will be to quantify, initiate, and track the campaign's performance

Planning a marketing campaign may be daunting. However, delivering a consistent message across various platforms to reach your target demographic could even be more tasking. The truth is that without a well-thought-out plan and established procedures, it may rapidly devolve into a disorganized jumble. But it does not have to go that way. Here are some simple tactics to make it easier.

## **Decide what you're going to promote**.

Every marketing effort promotes a product or service. You don't have to scratch your brain to come up with a marketing strategy since you can work something out with the team.

Businesses often conduct **marketing campaigns** to promote a new product, feature, or service, as well as a resource (such as a blog post, webinar, or video) or a brand message. It's the most straightforward aspect of your marketing strategy, but it's also the most crucial.

## **Create a campaign concept or theme - brainstorm ideas with your team.**

Your **marketing strategy** should have an overall theme that binds everything together, even if you know what you're advertising. How do you come up with a campaign theme or a campaign idea? Make sure you know what you're going to promote.

* What message will your campaign go out into the world?
* Is there a new feature in the product?
* Is there a new subscription pricing plan in the works?

Use the checklist to ensure you don't forget anything throughout the preparation phase.

Consider your target audience's interests and problems. What issues do they have, and what would pique their interest?

## **Create Marketing Channels - Make a list of what you'll need to make for each channel.**

You have a clearer picture of what you aim to accomplish at this point. You've identified the consumers you want to target and created a message to appeal to them. It would be best if you now chose how and where your marketing messages will be delivered.

In real life, this involves understanding where to produce and distribute information so that your target audience can see it.

* Are there any media outlets where you've had a lot of success in the past Examine previous data and go to locations where you know your folks are.
* Do you have any channels where you need to grow your audience? It may be beneficial to design campaigns around weak channels with great potential to develop better resources for your brand.
* Are there any resource or time constraints? Suppose you don't have a budget for a TV commercial, a social media campaign, or a magazine ad. In that case, you'll have to limit your options. Keep both your human and financial budgets in check.

## **Set campaign goals**

Creating content just for the sake of creating it is a waste of time and money. Suppose you want your business to maintain a positive cash flow. In that case, you need to demonstrate that your efforts are producing measurable results. The best way is to meet or exceed campaign goals.

## **Use a marketing calendar to plan out the execution of your campaign.**

There are plenty of essential elements in a marketing effort. If you depend on your mental capacity to keep track of what's going on, you'll never be able to keep up. Consider it your all-in-one project management solution for developing, planning, and executing marketing campaigns, and not only.

It is vital to note that the [**Salesforce**](http://www.salesforce.com) CMS, which is a part of Marketing Cloud, may come in handy when you use a marketing calendar for your campaign. Salesforce CMS serves as the respiratory organ of your business, making it easier for multiple team members to access any file you need for the campaign.

![](/uploads/schedule-table-event-planner-concept.jpg)

The Salesforce Content Management System (CMS) is used to store and retrieve documents, pictures, videos, knowledge articles, and more. It's now integrated into many aspects of the Salesforce user experience, particularly in the **[Content **Builde**](https://trailhead.salesforce.com/en/content/learn/trails/create-compelling-content-with-content-builder)****r**Additionally, if you track the campaign start and end dates in Salesforce, we developed a tool that makes marketing teams easier **work with the** [**marketing calendar.**](https://appexchange.salesforce.com/appxListingDetail?listingId=a0N30000003Io4WEAS) It's as if you're sharing your mind with your colleagues.

## **Creating campaign reports**

Now that you know how to reach your campaign goals, you should also know that creating campaign reports is part of the concept. A good campaign report provides all of the information you need to make an informed choice and take action. The quantity of data you have is typically less than the amount of information you need to make a choice. To put it in another way, there's no need to include everything in the report.

Luckily, since the [**marketing calendar**](/marketing-calendar/) gives an overview of your campaigns, you can get one planning report quickly. Then use other reports to create a method to visualize the data for easy understanding. Visualizing data usually entails converting raw data (numbers) into graphs or charts. Pictures tell a thousand stories, and diagrams make tons of points. You can put all these charts together into a dashboard to give you one place to go to understand campaign effectiveness - a great starting point when discussing campaigns in meetings.

These reports aim to give all of the data necessary to determine the effectiveness of campaigns in a timely way. You undermine the point of reporting in the first place if you spend hours each week producing and updating them. Your reporting procedure should, ideally, be as automatic as feasible. Even though your Salesforce generally comes with report types that make it easier, you may consider the [report sender app](https://appexchange.salesforce.com/appxListingDetail?listingId=a0N30000000pvspEAA) for sharing the data with other team members. It allows you to send the report to Salesforce and non-Salesforce users in an excel file.

Marketing is about establishing objectives and delivering tangible outcomes, not simply flashy advertising and amusing commercials. A campaign may provide quantifiable indications of such results, but only if it is well-designed. The initial step is to define a set of objectives. 

marketing-campaigns-how-to-plan-execute-and-report

Marketing campaigns - how to plan, execute and report

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Marketing campaigns - how to plan, execute and report

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