Large Companies Outpace Others In Adopting Data-Driven Technologies

September 4, 2014

Data-driven marketing is not something uniquely reserved for big companies. In fact, while big companies may have deep pockets to buy technologies, they also face hurdles of bureaucracy, siloed data, and legacy systems when attempting to implement data-driven technologies. On the other hand, small companies are more nimble, can more quickly cast aside legacy systems, and often don't find the pricing of cloud-based marketing software prohibitive.

So it’s somewhat surprising that recent LinkedIn research, which surveyed more than 850 B2B marketers, indicated that big companies are ahead of other companies in implementing data-driven marketing. Big companies, defined here as having more than 500 employees, seem to be embracing data-driven marketing more readily when compared with all marketers.

Eighty percent of larger companies are using data to measure marketing performance, compared with 54.8 percent of all marketers. More than three-quarters of large companies are using data to segment customers, while just 52.9 percent of all marketers are.

Additionally, marketers from larger companies found that their data-driven marketing programs are producing positive results. More than half of marketers at larger companies – 50.8 percent – described their data-driven programs as “on the path.” About one in four – 23.9 percent – said their efforts were “doing well.” And 3.1 percent of marketers at larger companies said they had “nailed it.”

Overall, 77.8 percent of marketers at larger companies gave their data-driven marketing efforts a passing grade. Meanwhile, only 59.6 percent of all marketers viewed their data-driven marketing in a positive light. In fact, 37.3 percent
 of all marketers said they were “struggling” with data-driven marketing, but only 20 percent of large company marketers described their efforts in the same way. Large companies differ from smaller companies in the technologies they use. For instance, companies with more than 500 employees are more likely to use marketing automation software: 52.3 percent of marketers at large companies have deployed marketing automation software, while just 31.3 percent of marketers at all companies have implemented the software.

This post was originally published on the Bizo blog. In July 2014, LinkedIn + Bizo joined forces to build the most robust B2B marketing platform available to marketers. To learn more, check out David Thacker, VP of Product at LinkedIn’s announcement blog post.

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