Marketing Teams Employing Growth Hackers “Champion” Measurement Efforts

April 29, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Staffing

Ifbyphone-Growth-Hackers-and-Marketing-Metrics-Apr2013Marketing teams are as likely to employ a growth hacker as a product manager, suggests a new study [download page] by Ifbyphone. The report reveals that 25% of marketers surveyed indicate that their team employs a growth hacker (defined by the researchers as “professionals that combine expertise in marketing, product development and technology to drive revenue”), with these respondents reporting an above-average likelihood to track a variety of marketing metrics including conversion rates (50% vs. 41%), marketing ROI (53% vs. 40%), cost per lead (52% vs. 38%) and customer acquisition cost (59% vs. 34%).

Teams that include a growth hacker are also more likely to use a range of established and emerging technologies for measuring marketing efforts. Compared to the average, these teams are 36% more likely to be using voice-based marketing automation (72% vs. 53%), 31% more likely to be using CRM solutions (67% vs. 51%), and almost twice as likely to be using both markting intelligence tools (52% vs. 27%) and workflow automation tools (28% vs. 15%).

These teams also demonstrate a greater propensity to invest in newer technologies. For example, 35% will invest in voice-based marketing automation (versus the 20% average), 14% will invest in behavioral metric tools (versus the 9% average), and 13% will invest in bid management tools (versus an average of 6%).

The researchers conclude that growth hackers are “leading the charge in experimenting and innovating with emerging tools that will give them, their CEO and their marketing colleagues the edge in tracking where the best results are being achieved for marketing investments.”

About the Data: The “Ifbyphone 2013 State of Marketing Measurement Survey” was conducted online by Ifbyphone between February 19 and March 8, 2013 with more than 400 respondents across the U.S. who are responsible for marketing within their company. This is the second in a series of annual surveys conducted by Ifbyphone to identify the emerging trends and issues in marketing measurement.

Voice-based marketing automation is described as “software platforms designed for marketing, sales, and support departments to measure, manage, and automate their phone conversations.”

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