Marketing Trends & Investment Priorities
Despite many industries failing to reach revenue growth goals in 2023, 73% of industry leaders are confident they will hit 2024 growth targets. To do so, organizations are amplifying seller productivity through strategic marketing investments driven by content development and lead generation talent spend.
Alexander Group recently surveyed 300+ companies across business services, healthcare, life sciences and analytical instruments, manufacturing, distribution, media and technology to determine the latest marketing trends and investment priorities.
Findings include:
- Marketing functions are investing and implementing AI more than any other commercial functions.
- Commercial organizations can efficiently drive awareness and engagement through AI-enabled growth plays including lead scoring and targeted messaging.
- 35% of companies reported a shift from “last” touch to first touch, linear, position based or decay -based attribution.
- Companies are continuing to put marketing roles on sales compensation plans.
Interested to see how your firm compares to market and how you can take advantage of the latest marketing trends for revenue growth?
Please complete the form and an Alexander Group representative will be in contact with you soon to schedule your briefing.
