Ready to make 2016 your breakthrough year? Here are five tips, based on a survey of nearly 4,000 marketing leaders worldwide, that you can use to drive a more effective marketing team starting now.


1. Adopt a customer journey strategy.

From supercharging revenue growth to boosting customer satisfaction scores, the benefits of adopting a customer journey strategy are reported readily this year. Top marketing teams are 8.8x more likely than underperformers to strongly agree that they’ve adopted a customer journey strategy as part of their overall business strategy.


2. Lead the customer experience across your business.

Customers want one experience whether they’re interacting with marketing, sales, or service. High-performing marketers are breaking down barriers to deliver a unified face of the business. Top teams are 7.7x more likely than underperformers to strongly agree they’re leading customer experience initiatives across the business.


3. Leverage intelligent marketing tech.

As the opportunities for data-driven marketing grow, marketers have a seemingly infinite toolbox for connecting with customers. To keep pace with the dynamic marketing industry and support smarter communications, top teams are 2.8x more likely to substantially increase spending on tools and tech — from marketing automation to predictive intelligence.


4. Target ads with customer data.

In the age of the customer, one-to-many communications fall flat. Striving to create a unique experience based on real customer identity, 83% of high performers use customer data (e.g., email or phone data) to segment or target ads.


5. Go mobile: Be as cross-channel as your customers

With even more marketers reporting significant ROI for mobile, email, and social this year, it’s crucial to orchestrate these channels in support of a seamless customer experience. Social selling and mobile opt-in, for example, rank in the top five most effective email campaign types.

These stats, and more like them, can be found in the “2016 State of Marketing” report.