Small to medium businesses (SMB) have been increasingly adopting modern marketing techniques in a bid to boost customer experience, engage their audiences and speed up sales cycles while delivering the fastest time to revenue, a new survey reveals.
The latest survey carried out by Oracle Eloqua in collaboration with BtoB magazine revealed that 72% of SMB marketers considered the latest marketing offerings that facilitate targeting, engagement, conversions, analysis, and marketing technology boost their sales.
Oracle Eloqua Marketing VP Andrea Ward said that modern marketing techniques are enabling SMB companies to improve targeting, engagement, conversions, and analysis across digital, social and mobile channels through the use of technology.
"As this survey showed, the majority of SMBs are in the process of accelerating their transition to modern-marketing practises," Ward said.
"At Oracle we are committed to helping our customers drive the best customer experience, understand and engage their audiences, accelerate sales cycles, and deliver the fastest time to revenue."
The survey titled 'SMBs: Maximising Synergies in Technology, Branding, Customer Interaction', noted that tracking marketing return on investment (ROI) is motivating a transformation to latest marketing, with 64% of survey respondents recognised the ability to track ROI.
However, the maturation of digital demand generation and lead nurturing (53%) and the emergence of social media (52%) also are significantly noted, the survey revealed.
About 55% of marketers consider that most significant benefit that vendors can offer is communicating the value of their investment in technology, which was followed by the significance of user-friendly software (51%), and 41% of them pressed the necessity to lessen rules and regulations and make it easy to do business.
With their transformation to modern-marketing practises, about 30% of surveyed indicated that they were 'strong' or 'complete' adopters of modern marketing capabilities, while the figure is anticipate to rise by 49% in 2013 and to 74% next year.