High-Growth Tech Companies Prioritize Customer Insight and Analytics

By Donna Thach,  ITSMA, dthach@itsma.com

How is marketing different in faster-growing B2B tech companies? According to ITSMA’s 2016 Services Marketing Budget Allocations and Trends Study, marketing leaders from high-performing companies based on relative revenue growth ranked customer insight as their top priority while all others ranked it 20th.

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Perhaps not surprisingly, high-growth companies are also investing substantially in data-driven decision making. This is another area in which ITSMA research shows dramatic differences between high-growth companies and others: eighty percent of the high-growth companies are increasing their investment in marketing-performance management and reporting compared to only 22% of the low- and no-growth companies. Similarly, 64% of the high-growth companies are increasing spending on marketing analytics in 2016 compared to only 25% of the other companies.

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In particular, investments in customer intelligence, data mining, predictive and marketing analytics, and marketing automation enable marketing leaders to optimize programs across the board, from developing more precise value propositions to executing more personalized and account-specific campaigns.

With greater investment, marketers can go far beyond the basics of tracking activities and leads. Most importantly, marketers now have the tools, data, and analytical skills to connect initiatives with outcomes. Being able to show the link between marketing activities and business outcomes can be a game changer for marketers.