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What Marketers Want
Marketers reveal their greatest opportunities and biggest fears for the year ahead.

Budget waste, changing customer expectations, video and voice are leading global priorities.

In this comprehensive study of over 1,000 marketers from the US, UK, France, Germany and Asia-Pacific (APAC) regions, we identify areas of attention that will drive decision making and budgets in 2018.

  • Marketers estimate they waste 26% of their marketing budget on the wrong channels or strategies
  • Internationally the most pressing concerns for marketers are altered customer expectations (50%) and the loss of customers (43%)
  • US marketers lead in voice investment with 48% planning to direct budget towards these campaigns

What type of marketer are you?

Exploring the preferences and behaviors of marketers around the globe, we observe professionals act in accordance with four core profiles: the Advancer, the Advocate, the Adapter and the Architect. Learn how each group views their evolving role as a modern marketer.

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