Go lean or go home: marketers face huge budget cuts and drops in customer loyalty if they don’t optimise now

 
 
  • 74% of CMOs have already – or expect to – face cuts to marketing budget or team due to recession 
  • 42% of marketers think customer loyalty will drop in the next 12 months 
  • 40% of marketing teams struggle to prove ROI in the face of cuts, with majority feeling only partly aligned to their CEO
 

Seventy four percent of CMOs have either seen – or are facing – cuts to their marketing budgets. That’s according to new data from Customer Engagement Platform SALESmanago, which surveyed 250 CMOs in the UK to discover whether marketing needs to take a leaner approach as we head into recession. 

The findings revealed that despite what we have learned in previous recessions, 40% of respondents said they still struggle to prove the ROI of marketing to the CEO and moreover, 63% think marketing could be leaner (more optimised). A worrying prospect when – at the same time – 42% of marketers think customer loyalty will drop in the next 12 months. 

The relationship internally could also be improved, with the majority of marketers only feeling partly aligned with their CEO (46%), with one in ten not feeling aligned at all. Additionally, 75% of respondents  feel that less than half of marketing output is directly aligned to a stated business goal.

The research showed that half of marketers say they have some visibility on customer data and trends, but feel it could be better. Additionally, nearly half (49%) either don’t – or don’t know – if they get significant and tangible ROI from their Martech investment.

 

Greg Blazewicz, CEO and Founder at SALESmanago commented: “Marketing faces a perfect storm as business heads into recession. But instead of accepting its demise and being side-lined, teams need to prove they can get even closer to customers and encourage loyalty that will help their brand get well positioned for better times. A marketing revolution needs to happen, and quickly. Therefore adopting ‘Lean Marketing’ to be more efficient, more effective and more sustainable will be a smart move as we tackle these turbulent times head on. With this approach, marketers can prove ROI,  gather insight into what the consumer really cares about and cut costs in the meantime.”

When asked which areas would be most impacted if budgets are cut in 2023, 68% of marketers say advertising/campaigns will be most impacted. This was followed by customer engagement (30%) and headcount (26%).  

“Martech doesn’t need to be costly but it must be results-focused and transparent when it comes to ROI,” added Blazewicz. “Customer data is the new gold, and using insights to do more with less should now be the aim of all marketers. A customer data platform which brings all of this knowledge together is imperative at this time.” 

 

SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

More information: www.salesmanago.com

ChatGPT meets Lean Marketing
ChatGPT meets Lean Marketing

    There’s no doubt that businesses need to be efficient and effective with their marketing efforts, especially during economic uncertainty. While marketing plays a critical role in driving growth, generating leads, and building brand awareness, brands must ensure that they drive costs down while maintaining maximum impact. One way that this can be achieved […]

4 Things About Performance Measurement Every Marketer Should Know, Explained
4 Things About Performance Measurement Every Marketer Should Know, Explained

    Successful development of any activity requires effective and precise performance measurement. Surprisingly various researches and surveys point out that eCommerce marketers find their abilities in this matter lacking. In this article we will explore 4 problems and trends related to performance measurement – and point to solutions that will make your marketing stack […]

Behind the Scenes: Get to Know Our Team Better – Krystian Kuta
Behind the Scenes: Get to Know Our Team Better – Krystian Kuta

    1. Name, position, in SALESmanago since…   Krystian Kuta, Sales Manager for the UK & DACH region. I have been with SALESmanago since November 2018, when I started in an entry-level position.   2. Coffee, workout, meditation – how do you start your workday and get ready for conquering the world?   To […]

One small step for ChatGPT, one giant leap for marketing
One small step for ChatGPT, one giant leap for marketing

    The world has been captivated by the arrival of ChatGPT, the AI-powered language model developed by OpenAI. Everyday people are now evaluating the potential generative AI has to revolutionise various aspects of work, from its ability to produce creative ideas to its quick content generation. A true ‘game changer’ in new technology is […]

Get more eCommerce conversions and collect Zero-Party Data with the new mobile-first, feature-rich Email Design Studio
Get more eCommerce conversions and collect Zero-Party Data with the new mobile-first, feature-rich Email Design Studio

    Our new Email Design Studio pushes the boundaries of engagement and Customer Intimacy in Email Marketing. Using our unique, mobile-first, state-of-the-art email designer, you will get more conversions and collect precious Zero-Party Data, which will enable you to get even closer to your customers.   Email is still king in eCommerce  marketing    […]

Blind marketing: 64% of ecommerce marketers fail to measure customer engagement
Blind marketing: 64% of ecommerce marketers fail to measure customer engagement

  64% of ecommerce marketers haven’t measured their customer engagement processes in the past month, and nearly one-fifth (17%) have never measured them at all.     That’s according to new data from Customer Engagement Platform SALESmanago, which surveyed 250 ecommerce marketers across Europe to determine whether the measurement of customer engagement elements is being neglected. Worryingly, almost […]

Marketers get precise, targeted content with SALESmanago’s OpenAI-powered content generator
Marketers get precise, targeted content with SALESmanago’s  OpenAI-powered content generator

  Kraków, Poland, 9th February 2023: SALESmanago, the Customer Engagement Platform, today announced the integration of OpenAI’s generative AI model with its email designer, in addition to the launch of its Email Design Studio.   Designed to empower marketers to create more engaging and efficient campaigns, SALESmanago’s email designer integrates with OpenAI’s model to generate […]

Steven Lewandowski signs for SALESmanago
Steven Lewandowski signs for SALESmanago

    It might not be Polish footballer Robert Lewandowski, but Customer Success superstar Steven joins from SAP to hit the ground running at SALESmanago  Lewandowski will spearhead initiatives towards Customer Success and Customer Intimacy to ensure loyalty throughout the recession  Kraków, Poland, 1st February 2023: Customer Engagement Platform SALESmanago has appointed Steven Lewandowski as […]