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What makes a high performing marketer?

Posted by Danielle MacInnis on 24 November 2016

How do you stack up?

Autopilot has just released a study about how the best performing marketers achieve their results.

What Makes a High Performing Marketer?
Throughout this report, we compare responses from high performing marketers with everyone else to extract their winning tactics and secrets.
24 percent of survey respondents met this definition of a high performer.1 So, what are the attributes of a high performing marketer?
High performers grow revenue faster by 58% on average. This is consistent regardless of their company size or business focus, with high performers outperforming peers by as much as 122% in Enterprise and by 74% in B2C-facing companies.

Here is a summary:

  • High performing marketers make up 24 percent of the 505 marketers surveyed. Defined as attainers of 80 percent or more of their lead or performance goals,they grow revenue 58 percent faster than everyone else, generate more leads for their companies, are 2.5X happier with their performance, and have more satisfied customers.
  • All marketers are prioritizing brand awareness, converting leads to sales, and generating new leads. But high performers are investing in customer events and marketing, referral and satisfaction programs, and analytics and attribution, rather than in online ads, to get there.
  • 71 percent of high performers have mapped their customer's journey, and an astonishing 88 percent say this initiative is driving better customer acquisition, satisfaction, and retention.Marketing automation adoption is up more than 4X in two years. Cost, not lack of awareness or complexity, is now the main impediment of use. 64 percent of high performers send automated emails to their contacts at least once per week.
  •  70 percent of marketers now rank social media as their top performing non-email channel, 81 percent are using data to personalize their marketing, with the majority saying it creates a better customer experience.
  • 48 percent of marketers list budget constraints as their number one challenge, B2B marketers are most concerned with converting leads into sales, while B2C marketers seek high ROI-approaches to grow with thin margins and tight budgets.
  • 84 percent said marketing owns or is a key stakeholder in their customer journey initiative. Marketing leaders who have not done so already should start a cross- functional initiative that aims to grow leads, conversions, and customer satisfaction.
  • 48 percent of marketers intend to invest in predictive analytics. Expect SMBs to get more data-driven in how they allocate budget and prioritize key campaign decisions as simpler, more affordable tools emerge.
  • High performing marketers make up 24 percent of the 505 marketers surveyed. Defined as attainers of 80 percent or more of their lead or performance goals, they grow revenue 58 percent faster than everyone else, generate more leads
  • for their companies, are 2.5X happier with their performance, and have more satisfied customers.
  • All marketers are prioritizing brand awareness, converting leads to sales, and generating new leads. But high performers are investing in customer events and marketing, referral and satisfaction programs, and analytics and attribution, rather than in online ads, to get there.
  • 71 percent of high performers have mapped their customer's journey, and an astonishing 88 percent say this initiative is driving better customer acquisition, satisfaction, and retention.

Download the full report here.

Author: Danielle MacInnis
About: Dan is a customer centric marketer and the owner of MacInnis Marketing a company that creates sales and marketing systems to attract customers and employees to companies that they love.
Connect via: Twitter Google+ LinkedIn
Tags: Customer Centric Marketing Marketing Education Marketing Strategy

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