Intuit‘s latest report explored how the combination of data-driven strategy, creative spark and AI-powered efficiencies can foster growth for mid-market brands in a rapidly evolving digital environment.
Intuit, the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, has shared its latest report, “The Revenue Blueprint: Strategies for Performance-Obsessed Marketers” based on a global survey of more than 2,000 marketing leaders.
“Marketers today are expected to not only deliver immediate results, but also build meaningful, long-term connections with customers. That balance requires a deep understanding of customer needs and the ability to engage with them at the right moments,” said Mark Lodwick, director of brand experience at Intuit Mailchimp.
“Your tools and how you deploy them can make all the difference. And marketers that lean on AI to power personalisation, optimise customer journeys, and offload basic tasks are seeing strong results”.
The Revenue Blueprint categorised respondents into three groups: Baseline Marketers, who achieve consistent results using widely accepted marketing practices; Performance-Obsessed Marketers, who deliver results across key metrics through innovative tactics and cutting-edge technology; and Revenue Leaders, a subset of Performance-Obsessed Marketers who use optimal resources, tools, and investments to drive significant growth within high-revenue organisations. By observing the differences across these groups, the report shares how industry leaders can elevate their strategies in an increasingly competitive marketplace.
The report found email’s enduring relevance, with almost two-thirds of marketers naming email as the foundation of their marketing strategy. More than half (59 per cent) acknowledged the decline of search. Top marketers differentiate themselves by using email throughout the entire funnel, applying advanced tactics and integrating email with SMS to reach customers effectively. 87 per cent of Performance-Obsessed Marketers report that email is their top channel for generating awareness.
While nearly all marketers use automation to manage email, 89 per cent of Revenue Leaders automate nearly the entire customer journey—from initial contact to post-purchase engagement. Revenue Leaders also reported greater customer satisfaction, stronger brand awareness, and a higher return on investment in comparison to their peers.
A technology knowledge gap is driving sizable differences in data utilisation between Baseline Marketers and top-performing marketers. Only 39 per cent of Baseline Marketers use customer data platforms, compared to 57 per cent of Performance-Obsessed Marketers and 64 per cent of Revenue Leaders. And almost half of Revenue Leaders leverage data platforms for hyper-personalised interactions and predictive analytics, which may explain their higher engagement, loyalty, and conversion rates compared to other marketers.
Although 74 per cent of total respondents use AI, findings show that Revenue Leaders leverage AI more effectively than other marketer groups by using it as a strategic assistant, combining generative and analytical AI to maximise outcomes. While Baseline and Performance-Obsessed Marketers primarily see efficiency and brand awareness gains, Revenue Leaders say AI has unlocked additional benefits like higher order values and increased customer lifetime value.
