Insights on Engagement from 2,000 Global Consumers and Marketers

In The State of Engagement, Marketo partnered
with Illuminas, a third-party independent research
firm, to survey 1,100+ marketers in the United
States, United Kingdom, Germany, and France and
1000+ consumers in the U.S. and U.K. to explore:

• Marketer and consumer attitudes toward
engagement and their motivations for engagement
• Organizational objectives, strategies, and
alignment of engagement activities across specific
engagement channels
• How and when engagement happens, how
successful it is, and how success is measured
• Innovation trends in how to approach engagement
and opportunities for improvement and growth

Throughout this report you will see consumers
referenced broadly and more specifically as B2B
consumers and B2C consumers.

Data in this report is derived from both a webbased
survey conducted among marketing
decision-markers (in the U.S., U.K., France, and
Germany) and consumers (in the U.S. and U.K.),
and qualitative interviews conducted with more
than 40 marketing executives across industries,
segments, and categories in the U.S. and U.K. The
respondents are not limited to Marketo customers.
Because of rounding, not all percentages will
equate to 100 percent.


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