Consisting of 505 marketer responses, the email marketing firm’s ‘2016 State of Customer Journey Marketing‘ report found high-performing marketers generate revenue 58 per cent faster than their colleagues; acquire 23 per cent more leads; are twice as happy with their performance; and win a higher number of customers.

Brand awareness was pinpointed as a ‘main measure of marketing success’ (29 per cent), closely followed by customer satisfaction (22 per cent), and, for B2B marketers in particular, 43 per cent claim investing in brand assets is a ‘top priority’.

The report states: “All marketers are prioritising 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.”

High-performers affirm the top three investment areas are: customer events and marketing (35 per cent), loyalty referral programmes (29 per cent) and analytics and attribution (19 per cent).

Download Autopilot’s research here  

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