‘Half of top-performing marketers use UGC extensively’ – Forrester
Ryan Skinner says, “Last week Salesforce published its ‘State of Marketing’ survey results, which included some interesting findings for data-driven marketers.
First of all, the over-ambitious title* and the survey’s methodology tell you to take the findings with a grain of salt. 43% of the survey’s 4,000 respondents were either CEO or owner, which correlates well with the apparently 39% of respondents from companies of 1-100 employees.
To highlight best practice, the survey designers created a sub-set of respondents (18%) classified as ‘high-performing teams’ because they responded that they were extremely satisfied with the outcomes from their marketing investment.
Which leads to the first compelling data point (reflected in this post’s title”.
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