"Marketing teams executed an average of 209 campaigns in the past year (a 30% jump over the prior year), while B2C marketers ran an average of 541 campaigns. This explosion of activity reflects an omnichannel reality: the customer's path to purchase is no longer a straight line but a complex web of on-demand interactions across digital and physical channels. But the surge in activity hasn't solved the problem. In many cases, it highlights how poorly the funnel aligns with today's buyer behavior."
"The data reveals the strain: 87% of marketing leaders experienced campaign performance issues last year, with over half reporting problems across every stage of the customer journey. Nearly 45% had to cut campaigns short due to poor results. When buyers don't move neatly from one stage to the next, linear campaigns miss the mark, failing to generate expected engagement or conversions."
Buyers now chart self-directed, fragmented paths, jumping between channels, self-educating via digital content and engaging sales late or not at all. Marketers have multiplied touchpoints, running far more campaigns, yet increased activity has not solved conversion problems. The customer path has become an omnichannel web of on-demand interactions across digital and physical venues, undermining funnel-based assumptions. Budgets tightened by 15% in 2024 while CEO growth expectations rose, creating a do-more-with-less mandate. Campaign performance suffered: 87% of marketing leaders reported issues and nearly 45% cut campaigns short due to poor results.
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