Marketing: trends and challenges in the near future –

Before us is the new, seventh edition of the cyclical report on the state of marketing, in which Salesforce traditionally focuses, among other things, on the main challenges of modern marketing. This time, experts predict that in the near future, investments in tools, technologies and channels, without which it is difficult to imagine sales in the omnichannel era, will increase in the near future. Polish marketers are in good spirits, which proves that they are not afraid of the unprecedented changes they have had to face lately.

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From this text you will learn, among other things:

  • What are the most important tasks and challenges faced by Polish marketers?

  • What do marketers expect from job boards?

  • What budget allocation do the B2B and B2C sectors expect?

The trends revealed in the State of Marketing report were gathered based on a survey of more than 8,200 CMOs from 37 countries and six continents, including 287 from Poland.

One of the strongest trends among marketing professionals around the world is that they expect their organization’s revenue to grow over the next 12-18 months, and many say their work brings more value than a year ago. However, the challenges are growing – 56% of Polish marketers admit that customer expectations are harder to meet than a year ago. To adapt, they are turning to digital solutions that they started implementing before the pandemic.

What challenges do marketers face?

Effective customer engagement is harder than ever as customers stick to their pandemic-born digital habits and brands face fierce competition in congested digital channels.

In fact, 83% of Polish marketers say the pandemic has changed their digital engagement strategy and 84% say it has changed their marketing efforts.

The three most important tasks and challenges among Polish marketers

Respondents indicated that among the tasks they face, the top three places are occupied by:

  1. Improve the use of tools and technology

  2. Modernization of tools and technology

  3. Streamlined collaboration and improved ROI in marketing/attribution activities.

In turn, the main challenges include:

  1. Budget constraints,

  2. Presentation of new products,

  3. Contact customers in real time.

In just over a year, marketers in Poland have had to deal with changes in customer behavior that normally occur for years, said Krzysztof Augustynowicz, regional sales manager for the CEE business unit. . The information in this year’s State of Marketing report provides a good point of reference for what’s changed, what’s constant, and in which direction the field of marketing is headed.

The Salesforce report indicates that Polish marketers indicated that the channels with the greatest increase in value:

  1. social media,

  2. Video,

  3. digital content.

On the other hand, in the case of the use of customer data processing platforms, they were most often used for:

  1. Observation of consumer behavior,

  2. Consent management and

  3. For customization.

What type of work?

The views of where official duties are performed are interesting. Polish marketers expect to work post-pandemic as follows: 43% office work, 50% hybrid work, 7% remote work. Additionally, 69% of marketing organizations have implemented new collaborative technology due to the pandemic, and 34% of marketers rate the training they participate in as excellent.

Budget distribution

Data from the EMEA region (including Polish respondents) shows the following budget allocation:


  1. 23% – Personal

  2. 22% – Advertising

  3. 18% – Technology

  4. 16% – Content (content)

  5. 15% – Events and sponsorship

  6. 6% – Other


  1. 20% – Advertising

  2. 16% – Technology

  3. 16% – Content (content)

  4. 15% – Target Marketing

  5. 15% – Staff

  6. 14% – Events and sponsorship

  7. 4% – Other

Other report findings:

  • Customers are going digital and marketing needs to keep pace. Marketers are accelerating their digital transformations. Social media is the marketing channel that has increased in value the most in Poland during the pandemic.
  • Collaboration is fueling the age of multichannel marketing. Dispersed employees who are no longer tethered to desks are changing the way they engage not only with customers, but also with each other. 72% of marketing departments in Poland are introducing new rules regarding remote work.
  • Marketing is all about DATA. Data management becomes increasingly complex as data sources multiply. Polish marketers expect an increase in the number of data sources they use in the years 2021-2022. While in 2020 it was on average 8 sources, in 2021 it was already 10. In 2022, the number of data sources should increase to 15.
  • The indicators are still changing. As the work of marketing departments becomes more strategic and valuable to the entire business, marketers are redefining the concept of success. KPIs are increasingly aligned with KPIs created by CEOs.

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