A new report from Intuit Mailchimp sheds light on how marketers are using artificial intelligence (AI) and data-driven strategies to navigate challenges and achieve growth. Based on a global survey of over 2,000 marketing professionals, The Revenue Blueprint: Strategies for Performance-Obsessed Marketers explores the practices that distinguish industry leaders from their peers.
The study categorizes respondents into three groups: Baseline Marketers, who rely on standard practices; Performance-Obsessed Marketers, who employ innovative technologies to exceed benchmarks; and Revenue Leaders, a high-performing subset achieving exceptional growth through strategic investment in tools and resources. The findings highlight the growing reliance on AI and automation, particularly among top performers, to drive results in a competitive marketplace.
Key Trends and Insights
The report identifies four pillars central to success for high-performing marketers:
Email’s Sustained Importance
Despite a perceived decline in search engine effectiveness, email remains a cornerstone for most marketers, with 87% of top performers citing it as their primary channel for awareness. Advanced strategies, such as integrating email with SMS, help differentiate leaders from their peers.
Automation Across the Customer Journey
While basic email automation is widespread, Revenue Leaders are leveraging automation across the entire customer lifecycle, from initial contact to post-purchase interactions. This approach is linked to higher customer satisfaction, stronger brand loyalty, and a better return on investment.
Data-Driven Personalization
The study reveals a significant gap in the use of customer data platforms. Nearly two-thirds of Revenue Leaders use these tools for hyper-personalized campaigns, compared to just 39% of Baseline Marketers. Advanced data utilization enables predictive analytics and tailored engagement, which contribute to improved customer retention and conversion rates.
AI as a Strategic Assistant
While 74% of surveyed marketers use AI, its application varies widely. Revenue Leaders report using AI to enhance both efficiency and strategic outcomes, such as boosting customer lifetime value and average order sizes. By contrast, other groups focus more on basic efficiencies and awareness.
Broader Implications
The findings align with broader trends in marketing, where advancements in AI and data analytics are reshaping how businesses engage with customers. Industry-wide, marketers face growing pressure to deliver measurable results while building long-term brand loyalty. The report suggests that investing in emerging technologies and refining data strategies can help marketers stay competitive.
Mark Lodwick, Director of Brand Experience at Intuit Mailchimp, underscored the need for balance:
“Marketers today are expected to not only deliver immediate results but also build meaningful, long-term connections with customers. That balance requires a deep understanding of customer needs and the ability to engage with them at the right moments.”
Context and Methodology
The survey, conducted by Ipsos between April and May 2024, sampled marketers from mid-market companies across North America, Europe, and Oceania. Participants were professionals in businesses with 11 to 500 employees, providing insights into how small and medium-sized enterprises adapt to evolving demands.
As AI continues to transform marketing, the study’s findings highlight the importance of strategic implementation over mere adoption. For marketers, particularly in mid-sized firms, leveraging tools like automation and customer data platforms may prove essential for staying ahead.
To explore the full findings, Intuit Mailchimp’s report is available for download.