Today’s marketers face the dual challenge of delivering immediate results and building long-term customer loyalty.
Meeting these demands requires more than just tools; it requires innovation and flexibility. In his latest report, The Revenue Plan: Strategies for Performance-Obsessed MarketersIntuit, the company behind popular apps like TurboTax, QuickBooks and Mailchimp, is addressing these challenges.
Based on a survey of more than 2,000 marketing leaders worldwide, the report explores how mid-market brands can thrive. It highlights a key takeaway: success isn’t just about adopting technology, it’s also about fully integrating it into marketing strategies. A remarkable 85% of marketers surveyed have adopted or are considering incorporating AI tools, highlighting the sense of innovation.
Understanding the Marketer Spectrum
The report classifies marketers into three categories:
- Grassroots marketers use traditional methods to achieve consistent results.
- Performance-obsessed marketers push boundaries, use advanced tools and creative strategies.
- Revenue leaders are a subset of those who are obsessed with performance and prioritize optimizing resources to ensure the growth of high-revenue organizations.
Revenue leaders stand out for their integration of technology. They are 25% more likely than their peers to use predictive analytics and AI-powered customer insights.
Key elements for growth
Email as a strategic pillar
Despite new communication channels, nearly two-thirds of marketers still rely on email. Its adaptability is its greatest strength: leaders use it for awareness, relationship building, and engagement throughout the customer journey. The combination of email and SMS has proven to be particularly effective, with 87% of “performance-obsessed” marketers ranking email as their primary outreach channel. By connecting email to other platforms, marketers can create a centralized hub for customer engagement while maintaining control over audience relationships.
Extend automation beyond the basics
Automation has become an essential part of marketing, but many businesses fail to harness its potential. “Revenue managers” use automation to manage the customer journey, from first contact to post-purchase engagement. Automated cart abandonment reminders and personalized follow-ups enhance the customer experience and improve ROI. By scaling up their efforts through automation, organizations can execute complex, multi-channel strategies more effectively.
Data-Driven Personalization
Data is a clear differentiator among marketers. While only 39% of core marketers use customer data platforms, 64% of “revenue managers” leverage these tools effectively. By merging demographic and behavioral data, businesses can create hyper-personalized campaigns that engage with audiences. The ability to dynamically segment customers and respond to individual preferences improves the overall impact of their strategies.
AI as a catalyst for innovation
Adoption of AI is widespread, with 74% of marketers already using it, but how it is deployed varies widely. “Revenue managers” can use generative and analytical AI to anticipate trends, personalize content and optimize engagement. For example, predictive analytics allows them to create offers and messages that add value to interactions.\
The report highlights the importance of adopting technologies such as AI and data platforms to refine marketing strategies. The tools allow marketers to anticipate customer needs and deliver personalized experiences. As businesses navigate the complexities of today’s digital environment, The Revenue Blueprint offers insight into how marketers approach problems and capitalize on opportunities.
(Photo by Unsplash)
See also: Most Consumers See No Impact of AI Personalization in Retail
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