Intuit Mailchimp has released a new report titled 'The Revenue Blueprint: Strategies for Performance-Obsessed Marketers', based on a global survey of over 2,000 marketing leaders, including 300 from Australia and New Zealand (ANZ). The report categorises respondents into three groups: Baseline Marketers, Performance-Obsessed Marketers, and Revenue Leaders, and identifies the tools and tactics they use to drive results.

In ANZ, the survey found that 69% of marketers consider email as the foundation of their marketing strategy, 88% of Performance-Obsessed Marketers report that email is their top channel for generating awareness, and 90% of marketers use automation to manage email. The report identifies a technology knowledge gap between Baseline Marketers and top-performing marketers globally in terms of data utilisation. However, this gap is smaller in ANZ, possibly due to the technological maturity of local marketers.

The report highlights four 'Revenue Pillars' for success and business growth: Email’s enduring relevance, Automation and the customer journey, Data-powered personalisation, and Investing in AI to drive business outcomes. 74% of total respondents use AI, with Revenue Leaders leveraging AI more effectively than other marketer groups by using it as a strategic assistant, combining generative and analytical AI to maximise outcomes.

"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."