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What Top Marketers Do Differently

by Ayaz Nanji  |  
July 1, 2013

Some 39% of leading marketers are capitalizing on Big Data and adjusting real-time offers based on customer wants, needs, and preferences, according to a recent report by IBM. In comparison, only 15% of the remaining marketers surveyed do so.

Moreover, top marketers are outpacing their peers in using technology across multiple channels, applying advanced analytics to determine media spends, identifying gaps in their brand promises, and tracking their customers' lifetime value.

Below, additional findings from IBM's State of Marketing 2013, which was based on a survey of 500 marketing professionals from around the world.  

What Makes a Leading Marketer?

  • The survey identified leading marketers based on their level of adoption of cross-channel technologies and ability to "proactively influence the customer experience."
  • These marketers work for organizations that financially outperform their peers, as measured by profit, income and stock price growth.

Customer Interaction

  • The survey found 76% of top marketers contact their customers to gauge satisfaction, and 75% monitor and track delivery commitments to ensure customers are receiving their orders accurately and on time.
  • 71% of leading marketers train sales and customer facing staff on product and service lines to improve customer engagements and identify cross/upsell opportunities. 


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Christina Tarkoff Mon Jul 1, 2013 via web

    Nice info.

    One of the more telling data sets was the increase between 2012 and 2013 for "Adoption of Cross-channel optimization Technologies Across All Channels." It went from 8% in 2012 to 45% in 2013! Pretty dramatic increase for one year!

  • by Gracious store Mon Jul 1, 2013 via web

    I always enjoy this surveys you do.

  • by Ayaz Nanji Mon Jul 1, 2013 via web

    Christina - absolutely, a dramatic increase indeed. The full report dives into that a bit more.

    Gracious store - thanks for reading!

  • by shingayirayi Moyo Tue Jul 2, 2013 via web

    Good morning l would like to do a phd in marketing and am based in zimbabwe any topical issues that you can suggest

  • by Gareth Goh Mon Jul 8, 2013 via web

    The #1 thing that the best marketers do differently is MEASURE THEIR MARKETING! You can't improve or even discern where you need improvements if you're not properly measuring everything, from which lead sources are contributing most to pipeline to how long the marketing cycles for certain leads are compared to others. It's all about ROI, so make sure you're maximizing yours by measuring and analyzing.

  • by Gareth Goh Mon Jul 8, 2013 via web

    To find out more about how marketing analytics can take your organization to the next level, check out our blog at

  • by Tamar Thu Jul 11, 2013 via web

    Hi, Ayaz, measurement is really important but reaction in real-time is crucial. Many times platforms that measure don't react fast enough to what's happening on the website. We've found that targeting in real-time addresses this and helps conversions. Tamar, Insightera

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