Business-to-business 'customer marketers' may be the new rising stars in the marketing department, with 93% of organizations expecting to build up their customer marketing efforts this year, while 62% will increase their staff or budgets in this area in 2017.
According toThe State of Customer Marketing 2017, out of over 200 marketing leaders primarily from B2B companies surveyed, companies identified three main skills as vital to the success of modern customer marketing efforts: relationship building, communication and customer service. With over 90% of those surveyed acknowledging that customer marketing is important, only 61% were satisfied with the results of current customer marketing efforts. This represents a significant opportunity for growth in the customer marketing arena, the report suggests.
"It is exciting to see that organizations expect customer marketing to increase in importance and budget commitment, and not surprising that there is a gap to realize the potential," said Mark Organ, founder and CEO of Influitive, who conducted the survey on behalf of Koyne Marketing. "Customer marketing as a function is professionalizing, adopting new ideas, people, strategies, processes and technologies. I have seen this same trend firsthand with the demand generation function a decade ago, and believe customer marketing is similarly transforming into an area of vital importance.