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9 Things High-Performing Marketers Do Differently [Study]

Salesforce published its seventh annual State of Marketing report this year. It was based on a survey of 8,227 marketers around the world.

One of the most interesting – and under-reported findings – were the things high-performing marketers do differently.

Salesforce categorizes “high performers” as respondents who were “completely satisfied with their overall marketing performance and the outcomes of their marketing investment.” This group represents 14% of the survey sample (N = ~1,152).

The other two categories were “moderate-performers” and “underperformers.”

Moderates were defined as those respondents who were “moderately or less satisfied with their overall marketing performance and the outcomes of their marketing investment.” This group represents 72% of the survey sample (N = ~5,923).

Underperformers were “all other marketers.
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” This group represents 15% of the sample (N= ~1,234).

Here are some of the things high-performers do differently:

1. More likely to lead customer experience (CX).

86% of high performers say their “organization leads customer experience initiatives across the business” [vs. 81% of moderates and 72% of underperformers].

2. More sensitive to customer expectations.

92% of high performers say “customer expectations are changing our digital strategies” [vs. 85% of moderates and 74% of underperformers].

3. Adapt to innovation more easily.

Just 31% of high performers say they “struggle to innovate our marketing technology, tactics, and strategies [vs. 33% of moderates and 48% of underperformers].

4. More likely to personalize messages.

83% of high performers “personalize messages based on e-commerce actions” [vs. 80% of moderates and 75% of underperformers].

5. More likely to partner with IT.

80% of high performers “make technology purchasing decisions with IT [vs. 77% of moderates and 70% of underperformers]. (Psst! Remember this Gartner statistic bandied about?)

6. More sensitive to customers with support tickets.

69% of high performers “suppress marketing to customers with open service cases [vs. 64% of moderates and 58% of underperformers].

7. More likely to use data to drive CX.

47% of high performers “are completely satisfied in their ability to create more relevant experiences with customer data” [vs. 35% of moderates and 8% of underperformers].

8. More likely to measure results as they happen.

71% of high performers “say they can measure campaign performance in real-time” [vs. 67% of moderates and 55% of underperformers].

9. More likely to automate marketing attribution.

67% of high performers “say their measurement and attribution is automated [vs. 65% of moderates and 61% of underperformers].

Subtle Details Matter to High-Performing Marketers

If you’ve noticed, the percentage difference between high performers and moderate performers is modest – but that’s the point. Anyone can slide by as a moderate performer in marketing. The high performers give their profession just a little bit more effort. It’s a subtle difference but perhaps an important one.

It’s rarely one little thing that, in isolation, makes or breaks marketing.
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Instead doing all the little things, the right way, and consistently over time adds up to a big difference.

This post by Salesforce summarizes the survey findings and the full report can be downloaded here.

A version of this post was originally published on Sword and the Script.

Image credit: Unsplash and respective study

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