As the business works to search out replacements, entrepreneurs count on a 75% enhance in the variety of knowledge sources between 2020 and 2022. And simply 42% of respondents are absolutely glad with the high quality of their knowledge.
The varieties of knowledge which might be most essential to entrepreneurs have additionally modified, with recognized digital identities, which embody electronic mail addresses and social IDs, turning into the hottest supply of shopper knowledge. It replaces transactional knowledge, which moved all the way down to the No. 2 slot from being the hottest in 2020.
But regardless of the difficulties rising round knowledge, entrepreneurs are discovering privateness is much less of a problem, with 61% of respondents saying they transcend rules and requirements to guard and respect shopper privateness, in comparison with 57% in 2020. Only 26% of respondents say that complying with privateness rules is difficult, a drop from 32% final yr. And 29% say balancing personalization with buyer consolation is difficult, dropping from 33% final yr.
Heading into the summer time, it seems entrepreneurs have been extra optimistic about the subsequent yr, with 66% anticipating income development over the subsequent 12 to 18 months. But Salesforce performed the survey from May to June, earlier than renewed considerations over COVID-19 variants took maintain.
With the Delta variant having firms as soon as once more rethink their insurance policies round returning to the workplace, Salesforce’s survey discovered 44% of entrepreneurs count on to work from an workplace full-time after the pandemic.
The Salesforce State of Marketing report included a survey that polled 8,227 marketing specialists from May to June, together with managers, administrators, VPs and chief marketing officers, throughout firms in North America, Latin America, Asia-Pacific, Europe, the Middle East and Africa.