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Closing the gap between reality and possibility in customer marketing

To better understand the challenges marketing teams are facing and how they can overcome them, we surveyed senior CRM and customer marketing professionals in B2C businesses from across the UK.

Amanda Groth, 

1 March 2023

To better understand the challenges marketing teams are facing and how they can overcome them, we surveyed senior CRM and customer marketing professionals in B2C businesses from across the UK.

Fundamentally, the research revealed that marketers are struggling to advance their programs due to gaps between – and within – their existing teams, operational and analytical processes, and their marketing technology.

Research Highlights

  • Only 23% of businesses are confident they are working off a fully-realised view of their customer.

  • 43% of marketers are not using real-time omnichannel data.

  • 43% of marketing teams feel their personalisation efforts are not sophisticated, and 30% are still not personalising across channels.

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