In 2021, data flows from multiple pathways to a marketer's desk, and the insights generated from those datasets feels endless. But one thing is becoming increasingly apparent; despite the information you have on hand, it’s still never enough.

“33% of marketers say they are completely satisfied with their ability to use data and to create more relevant customer experiences. A third of marketers feel like they have the ability to use data, to create a customer experience that's relevant. Think about all the relevancy that we now have with the brand, to think that only a third of marketers think that they're able to do it. To me, that's the opportunity for marketers to figure out how to go from not just using data, but making it relevant to customer experience.”

On this episode of Marketing Trends, Edward McDonnell, the Executive Vice President and Chief Revenue Officer for Marketing Cloud at Salesforce, returns to discuss the future of marketing. Plus, he explains how remote work is enabling marketers to build the most talented teams possible thanks to software that allows them to succeed from anywhere. Ed also explains why it's time to focus on reskilling the modern-day marketer.

Main Takeaways:

• More Control, Please: Two-thirds of marketers in a recent survey stated the data that they receive is not painting a clear enough picture for them when it comes to their customers. Marketers in 2021 want more control of their data — where it’s coming from and how it is used so that they can create a more agile and elastic marketing strategy.
• Hit that Subscribe Button: Subscription marketing is a growing channel for marketers, but it goes far beyond the technology that enables it. Subscription marketing consistently challenges marketers not just from a sales and retention perspective, but it’s forcing them to rethink how they produce content, and how that content keeps users connected and engaged with a brand.
• Upleveling Your Skillset: Marketers are not lacking creativity, but the way companies engage with them from a remote perspective must change. Businesses need to rethink how marketers can be successful in a remote-first world. This means putting more of a focus on creating workflows that can enable an efficient creative process regardless of where team members are.

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