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TCS 2019 CMO Study: Innovating the Brand Experience Through Digital Transformation

Conversion Report: Personalizing Content to Turn Prospects into Customers

Top 5 insights

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100%Awareness stage

72%Conversion stage

47%Retention stage

37%Support stage

Big Reveal:The number of marketers creating communications drops from 100% in Awareness stage to 72% in Conversion stage but varies by sector

What are CMOs doing to convert prospects into customers?

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Marketers Continue to Prefer Digital Communications Channels

100%Companywebsite

97%Online

video sites

96%Email

marketing

100%Digital media

advertising

94%Print media advertising

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Person-To-Person Techniques Are Becoming Less Important in Consumer Industries

Consumer marketers of B2B marketers68% 14%

use �eld sales forces to convert prospects to customers

Innovative Use of Digital Channels Continues to Distinguish Marketing Leaders

buy ads on other companies’ e-commerce sites,such as Amazon.com and Walmart.com

vs37% of leaders 21% of followers

Leaders Value Print Media Advertising Over Email Marketing

use print ads to persuade prospects to become customers

97% of leaders 88% of followers vs

Demographic Data Is Most Frequently Used for Personalized Messages but Other Types Are Gaining Traction

Demographic data: 78%

Web tra�c data: 47%

Past buying behavior with other companies: 44%

Real-time physical proximity to our places of doing business: 44%

Social media behavior: 41%

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