The Growth Report 2022
Brought to you by Twilio Segment
Over the past 10 years, the "growth at all costs" mindset has been the norm. Build, build more, build better, build at all costs. Just get growing.
Today, business growth looks dramatically different. With a variety of factors at play, from a tumultuous global economy to businesses shifting how and where they work, the growth over all else mindset is officially over. In its place is a more strategic, calculated shift to growth, where businesses are doubling down on sustainable paths to growth, such as long-term customer loyalty, and profitability.
In our annual Growth Report, Twilio Segment surveyed leaders from across industries about what this shift means for the future of doing business. Here are our top takeaways about what growing as a business means today.
The “growth-at-all-costs” era is over
Buckle up. With volatility in the global economy, companies have realized that a growth-at-all-costs mindset is neither efficient nor scalable, and have refocused their workforce, budgets, and business strategy around efficiency.
Efficiency and profitability are the new north stars
Say goodbye to the bells and whistles of the growth era. Companies are now leaning into their bottom line by focusing on what works today to support any volatility tomorrow.
Marketing budgets are declining
As business budgets decline, marketing departments will need to be thoughtful and creative about what technology they use and how they maximize existing budgets for new campaigns.
A wave of consolidation is coming
Is this product really delivering ROI? Can we maximize success with technology that delivers on multiple business goals? As businesses begin to streamline their technology adoption, these are the hard questions companies are asking themselves.
Businesses are doubling down on what works
While some experimentation is still happening, most businesses are leaning into tried and true channels like email to grow revenue.
Data is the next frontier of business growth
So how can businesses continue to grow amid a turbulent market? By leaning into technology that helps them understand buyer behavior, improve marketing performance, and deliver hyper-personalized experiences.
Customer data platforms will be how businesses get there
As customer engagement continues to be paramount to business success, investing in technology that both collects and analyzes customer data will be essential in helping businesses continue to grow.
Twilio Segment conducted this research using an online survey prepared by Method Research and distributed by Cint among n=1,300 full-time employees working in marketing and customer services roles at B2B companies with 75+ employees.
The sample consisted of n=1,000 respondents from the United States and n=300 from the United Kingdom. Data was collected from August 3 to August 17, 2022.
Disclaimer: This report, The Growth Report, contains statistical data, estimates and expectations that are based on the above publicly available report. This data does not represent, and should not be construed as indicators of Twilio's historical or future financial performance or the actual or potential demand for Twilio's products and solutions, and such information is solely presented as context for broader market trends.
CDP Buyer’s Guide
Our buyer’s guide for CDPs will help you understand when it’s time to buy a CDP, which features you need, and how to evaluate the various CDP vendors out there.
Ultimate Guide to Customer Retention
Learn how to avoid rising customer acquisition costs and increase customer engagement with proven retention strategies.
State of Personalization Report
We surveyed businesses and consumers around the world to explore how attitudes, preferences, and experiences with personalization have evolved over the past year.
Getting started is easy
Start connecting your data with Segment.