A new study commissioned by Silverpop and conducted by Forrester Consulting indicates that the vast majority of marketers surveyed believe that behavioral marketing can boost their performance in a range of areas, most notably in return on investment, revenue attributable to marketing activities, and customer satisfaction and loyalty. Though the sample size is small, responses suggest that mature or transitioning behavioral marketers are indeed seeing better results than their peers.
Among B2B respondents, for example, mature/transitioning behavioral marketers estimate that 34% of their sales pipeline can be attributed to leads their marketing function has generated, compared to 26% of “immature behavioral marketers.” B2C marketers involved in behavioral marketing estimate that about 26% of their revenue can be attributed to automated digital programs, versus 21% for those who have not yet transitioned to behavioral marketing. Read the rest at MarketingCharts.
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