“State Of” Series
Experimentation is key to innovation — and with 90% of B2B buyers initiating their purchase journey with an online search, practitioners can rise to the top of the digital clutter by taking a proactive approach to testing and executing new ideas. As marketers increase their reliance on growth marketing to innovate their customer engagement processes, the strategy itself is seeing a renewed focus on data strategies and integrated campaigns.
Throughout this special report, we’ll discuss the current landscape of growth marketing and analyze the steps successful practitioners are taking to deliver personalized experiences and foster long-lasting relationships. Specific topics of discussion will include:
- Why practitioners are moving beyond lead-focused metrics and adopting a more holistic view of their entire customer lifecycle;
- The steps needed to integate marketing campaigns seamlessly across diverse channels to ensure a cohesive and consistent brand presence;
- The role of data analytics to inform strategic decisions; and
- The evolving capabilities of marketing automation platforms and their impact on campaign efficiency and effectiveness.
The Role Of Data Analytics
While experimentation is all about testing bold ideas and embracing failure, most B2B practitioners don’t have the luxury of repeatedly executing campaigns that might fall flat. Instead, marketers are increasing their reliance on data so they can take more calculated risks — specifically, 73% are investing in stronger data practices to help generate more insights into personalizing content and messaging.
Integrating Campaigns
Shifting over toward the customer engagement and retention side of growth marketing, the experts unanimously pointed to the power of integrating campaigns across channels. Given prospects and buyers’ penchant for independence, practitioners can’t be 100% certain where consumers will stumble upon their content — emphasizing the need for consistency.
Onboarding The Right Technology
Regarding the tech that enables these processes, the experts pointed to marketing automation and analytics platforms; content marketing and design solutions; social media marketing; and lead generation and sales enablement as some of the most useful tools. However, it’s no secret that marketing technology platforms are a dime-a-dozen, meaning it’s imperative organizations audit their tech stacks and onboarding processes with a keen eye.
