Google: Analysis of strong revenue growth in B2B software

Google’s research shows that high-growth U.S. B2B software and cloud hosting companies have a variety of characteristics that set them apart from lower-growth companies, such as their maturity in experimentation and their ability to measure.

The researchers found that high-growth companies spent 50% more budget and 80% more time on digital marketing experiments than laggards.

More experiments and AI

Companies that are more mature in experimentation show higher levels of AI adoption. 64% of companies with high experimentation maturity are using generative AI to create content, compared to 43% of companies with low experimentation maturity. Similarly, those with high experimentation maturity are ahead of those with low maturity in using generative AI for ad creative (54% vs. 37%, respectively).

More in-house expertise

High-growth companies are more likely than low-growth companies to have dedicated in-house digital marketing capabilities, but there are considerable gaps in some areas.

This leadership extends to technology, too. About two-thirds of companies have installed analytics and data visualization (68%) and marketing automation (65%) technologies, compared to less than half of slow-growth companies (46% and 48%, respectively). More than half of high-growth companies (53%) have adopted account-based marketing technologies, compared to just 14% of slow-growth companies.

More measurements

Finally, high-growth companies are prioritizing measurement and attribution approaches, taking the lead in core B2B marketing responsibilities that have grown fastest in recent years.

The report highlights that high-growth companies are 2-3 times more likely to measure third-party data including account engagement and intent-based. They are also more confident in their marketing measurement and attribution approaches.

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