Significant changes are happening throughout the customer journey. At every stage we asked about, a clear majority of respondents reported a change in buyer behaviour.

This change becomes even more apparent when you compare this year’s findings with last year’s results. The proportion saying customers are responding to different content types has increased. So has number saying they’re getting more leads – and those leads are converting most often – and that renewals and upsell frequency has improved. In fact, all these indicators have increased between 25% and 59%.

The proportion saying potential clients are dropping off the sales cycle at different times is also up by a half, year on year (from 51% to 77%).

And here’s the cool bit: the results show the creative investments you make will significantly affect your chances of success.

Respondents who put creativity into enhancing customer journeys were 12% less likely to see prospects fall off the sales cycle. Those who prioritised creative customer advocacy were 11% more likely to have seen an increase in leads. And creative investments in tactical promotions saw uplifts in both lead conversion frequency (12%) and renewals and upselling (10%).

The evidence is clear: focused creativity moves business levers.