There is an increasing focus on customer marketing, as reflected in a 43% growth in Gartner client inquiries on this topic from 2021 to 2022.
Respondents to the Gartner 2022 Technology Marketing Benchmarks Survey reported that 64% of their organizations’ leads are generated from existing accounts, compared with 36% from new opportunities (for tech providers with over $100 million in annual revenue). With a majority of revenue opportunity coming from existing customers, it’s no surprise that there’s been an increasing focus on customer-focused marketing roles within technology service providers.
When customer engagement is defined more holistically and customer marketing resources are centralized, marketers can drive greater impact.
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