Blog post By Paula Chiocchi on 2015-11-11
Small to midsize businesses (SMB) are gaining ground on their larger competitors, and the marketing programs they have in play is one big reason why. A new study conducted by The Economist Intelligence Unit, commissioned by Marketo, concludes that SMB marketers will become even more integral to their companiesin 2016 as they better leverage data and technology to personalize the customer experience, which in turn will have an important bottom-line impact. The survey of 478 senior marketing executives verifies numerous encouraging trends for SMB marketers, including:
The discipline of marketing continues to change, but SMB marketers will have the ability to make more of an impact on their company’s bottom lines in the coming year, compared to their larger-company colleagues. But their ability to directly contribute has a flip side: they will be also more closely measured and will need to show real returns on their marketing investments. To be successful, these marketers will need to understand how to capitalize on technology and data to show the positive results of their hard work, and better engage their customers to help move them through their buying journeys.
Marketo is offering an infographic that spells out the shifts in SMB marketing in greater detail. Take a look at it here.
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