Today’s marketers face the dual challenge of delivering immediate results and fostering long-term customer loyalty.
Meeting those demands requires more than just tools; it demands innovation and flexibility. In its latest report, The Revenue Blueprint: Strategies for Performance-Obsessed Marketers, Intuit, the company behind popular applications like TurboTax, QuickBooks, and Mailchimp, delves into these challenges.
Based on a survey of over 2,000 marketing leaders worldwide, the report explores how mid-market brands can thrive. It highlights a key take-home: success isn’t just about adopting technology—it’s about fully embedding it into marketing strategies. A notable 85% of surveyed marketers have adopted or plan to incorporate AI tools, underscoring the sense of innovation.
The report categorises marketers into three:
Revenue leaders distinguish themselves through their integration of technology. They are 25% more likely than their peers to use predictive analytics and AI-driven customer insights.
Email as a strategic pillar
Despite new communication channels, nearly two-thirds of marketers continue to rely on email. Its adaptability is its greatest strength—leaders use it for outreach, relationship building, and engagement throughout the customer journey. Combining email with SMS has proven particularly effective, with 87% of ‘performance-obsessed’ marketers ranking email as their top channel for building awareness. By connecting email with other platforms, marketers can create a centralised hub for customer engagement while sustaining control over audience relationships.
Expanding automation beyond basics
Automation has become a marketing essential, yet many companies fail to realise its potential. ‘Revenue leaders’ use automation to manage the customer journey from initial contact to post-purchase engagement. Automated cart abandonment reminders and tailored follow-ups improve customer experiences and improve ROI. By scaling their efforts through automation, organisations can execute complex, multi-channel strategies more effectively.
Data-driven personalisation
Data is a clear differentiator among marketers. While only 39% of baseline marketers use customer data platforms, 64% of ‘revenue leaders’ effectively harness these tools. By merging demographic and behavioural data, companies can create hyper-personalised campaigns that interact with audiences. The ability to dynamically segment customers and address individual preferences enhances the overall impact of their strategies.
AI as a catalyst for innovation
AI adoption is widespread, with 74% of marketers already using it, but how it’s deployed varies widely. ‘Revenue leaders’ may use generative and analytical AI to anticipate trends, personalise content, and optimise engagement. For example, predictive analytics enable them to craft offers and messages that add value to interactions.\
The report underscores the importance of embracing technology such as AI and data platforms to refine marketing strategies. Tools empower marketers to anticipate customer needs and deliver tailored experiences. As businesses navigate the complexities of today’s digital environment, The Revenue Blueprint offers a view of how marketers tackle issues and capitalise on opportunities.
(Photo by Unsplash)
See also: Most consumers see no impact from AI personalisation in retail
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