HubSpot and LinkedIn have released the findings of a study conducted in collaboration with Nielsen, shedding light on the changing landscape of the marketing sector. The report, titled “Defining the future of marketing in EMEA,” surveyed over 2,000 marketing professionals worldwide, including more than 600 in France.
The study focuses on the behavior and priorities of Marketing Directors in the EMEA region, with specific data pertaining to France. Among the notable findings for French marketers are:
– 41% of French marketers still share decision-making, which is one of the highest scores globally.
– 61% of French marketers prefer a balance between customer and company-centric strategies, while customer-only strategies are gaining ground elsewhere.
– Only 26% of French marketers apply a customer-centric policy exclusively.
The study also highlights a concerning trend of a solitary decision-making process in the marketing industry, which hampers growth and innovation. However, France stands out as one of the exceptions, with 41% of French respondents indicating a shared responsibility for decision-making, compared to 30% globally.
In terms of customer perspectives, France leans towards a balanced approach, with 61% of marketers focusing on both company and customer-centric strategies. Only 26% apply a customer-centric policy exclusively. Additionally, France is leading in planning to implement a Customer Data Program and has the highest usage of Customer Relationship Management (CRM) systems.
French respondents prioritize guaranteeing loyalty, while other countries tend to focus on retention. This aligns with the growing use of artificial intelligence in marketing, particularly in automating the customer journey. Romain Pasturel, sales manager and tech expert at HubSpot, notes that integrating new capabilities, such as AI, can improve customer understanding and increase productivity.
The study was conducted in March 2023 among 2,016 marketing professionals involved in decision-making. Nielsen interviewed respondents in the UK, Ireland, France, Germany, Austria, and Switzerland. The surveyed profiles included VPs, CMOs, CEOs, Managers, and Marketing Directors.
To access the full “Shaping the Future of Marketing in EMEA” report, visit the HubSpot website.
the state of inbound marketing
HubSpot and LinkedIn have recently released the findings of a collaborative study conducted with Nielsen, providing insights into the evolving landscape of the marketing sector. The report, titled “Defining the future of marketing in EMEA,” surveyed over 2,000 marketing professionals globally, including more than 600 in France.
The study primarily focuses on the behavior and priorities of Marketing Directors in the EMEA region, with specific data relevant to France. Here are some key findings for French marketers:
1. Shared Decision-Making: The study reveals that 41% of French marketers still engage in shared decision-making, which is one of the highest scores worldwide. This collaborative approach highlights the importance of diverse perspectives and input in the decision-making process.
2. Customer and Company-centric Strategies: While customer-only strategies are gaining popularity in other regions, 61% of French marketers prefer a balanced approach, considering both customer and company-centric strategies. This indicates the significance of maintaining a harmonious alignment between customer needs and business objectives.
3. Customer-Centric Policy: Only 26% of French marketers exclusively apply a customer-centric policy, indicating a more balanced approach in addressing customer requirements. This suggests that French marketers strive to find a middle ground between customer-centricity and other crucial considerations.
Additionally, the study emphasizes a concerning trend prevalent in the marketing industry: a solitary decision-making process. This trend inhibits growth and innovation. However, France stands out as an exception, with 41% of French respondents indicating a shared responsibility for decision-making, compared to the global average of 30%.
From a customer perspective, French marketers adopt a balanced approach, with 61% focusing on both company and customer-centric strategies. Only 26% apply a customer-centric policy exclusively. France also leads in terms of planning to implement a Customer Data Program and has the highest usage of Customer Relationship Management (CRM) systems.
While other countries prioritize customer retention, French respondents emphasize guaranteeing loyalty. This aligns with the increasing use of artificial intelligence (AI) in marketing, particularly in automating the customer journey. Integrating new capabilities like AI can enhance customer understanding and increase productivity, as stated by Romain Pasturel, a sales manager and tech expert at HubSpot.
The study was conducted in March 2023 and involved 2,016 marketing professionals, including VPs, CMOs, CEOs, Managers, and Marketing Directors. Nielsen conducted interviews in the UK, Ireland, France, Germany, Austria, and Switzerland.
To access the full “Shaping the Future of Marketing in EMEA” report, visit the HubSpot website.
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