The most effective marketers are using AI in more effective ways than some of their contemporaries, according to new data from Intuit Mailchimp.

A new study by the marketing platform has revealed key insights into how marketers are using artificial intelligence (AI) and other emerging technologies to drive revenue growth and enhance customer engagement. Its report, The Revenue Blueprint: Strategies for Performance-Obsessed Marketers, offers a comprehensive look at the tactics employed by today’s top-performing marketing professionals. 

The report, based on a global survey of more than 2,000 marketing leaders, highlights four crucial pillars for marketing success: email’s enduring relevance, automation across the customer journey, data-powered personalisation and AI for business outcomes. 

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Despite the rise of digital marketing channels, email remains the backbone of effective marketing strategies, according to the report. An overwhelming 87% of performance-focused marketers consider email their top channel for driving awareness. The report also reveals that 89% of revenue leaders use automation from initial contact to post-purchase engagement.

Revenue leaders are 25% more likely to use consumer data platforms compared to baseline marketers and, while 74% of respondents use AI, revenue leaders distinguish themselves by employing AI as a strategic assistant to achieve specific business goals.

The report underlines the need for marketers to embrace AI and data-driven strategies to remain competitive. “Marketers who lean on AI to power personalisation, optimise customer journeys, and offload basic tasks are seeing strong results,” said Mark Lodwick, director of brand experience at Intuit Mailchimp.