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8/8/2019 Eloqua Benchmark Report - Summary 3Q10
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Hw D YuStack Up?Markt AutmatTrds, Bchmarks,ad Bst Practcs:
Th Summary RprtSUMMeR 2010
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8/8/2019 Eloqua Benchmark Report - Summary 3Q10
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Analyzed over 10,000 months o data across 700+ B2B and
B2C customers in companies o all sizes across industries
Identifed trends in marketing automation and best practices
o Best-in-Class (BIC) companies (those in the top 20%)Produced a report capturing all our fndings
What W Dd
8/8/2019 Eloqua Benchmark Report - Summary 3Q10
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What W Dscvrd: SmartMarktrs ar D t Rht
Pumping up the volume: executing a higher
volume o more targeted campaigns
Boosting results: delivering more and
higher-quality leads to Sales
So how do you stack up? Read on
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Use o marketing automation exploded in three key areas
Lead scoring is getting more sophisticated
Lead nurturing results in a greater number o qualifed
leads
Automation helps drive event attendance and improves
ollow-up
Average campaign size is plummeting
Email is still eective
Trd Hhhts
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B2B and B2C companies are rapidly and dramatically adopting
marketing automation
Biggest growth in lead scoring, event marketing and lead nurturing
Trd #1: Us fAutmat has expddScoring Events Nuturing
11%23%18% 281%61%19%
B2B B2C
Growth of active, automated programs by program type,, H1 2010 vs. H1 2009
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BIC companies use lead scoring to qualiy the quality o alead high-quality leads go to sales; lower quality leads into a
nurturing program
Companies using lead scoring end up with a higher net number
o qualifed leads
Trd #2: Marktrs ar gttSavvy wth lad Scr
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Marketers that
automate lead
nurturing vs those
that dont, H1 2010
vs H2 2009
All segments use lead nurturing to move prospects through
the buying cycle
Result: higher number o new qualifed leads
Trd #3: Autmat nurturfr Succss% Increase in New Qualified Leads
EnterpriseSMB Corporate
49% 21% 451%
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SMB and Corporate customers are generating many more
new qualifed leads rom events.
Customers that use automation for events vs. those that dont, H1 2010 vs. H1 2009
Trd #4: Hps Drv evtAttdac ad lads% Increase in New Qualified Leads
SMB
85%
Corporate
39%
Enterprise
2%
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Marketers sending more targeted, more timely campaigns
Trd #5: Campa Szsar Pummt
% Increase/decrease in Average Campaign Size
B2B B2C
-74%-50%
SMB
-98%-6%
Corporate
-37%
49%
Enterprise
-94%-20%
Total
Average campaign size, H1 2010 vs H1 2009
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B2B B2C
24%33%
SMB
13%23%
Corporate
69%179%
Enterprise
25%36%
Total
% Increase in Email Sent
Email use is growing at a healthy clip across all segments
Why? Marketing automation empowers marketers to execute more
campaigns in house.
Total emails sent, H1
2010 vs H1 2009
Trd #6: B2B ema s t dad( fact, ut th ppst)
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Use o segmentation separated high rom low open rates
Active bounceback management helps keep open rates high
op Rat by idustry
Average open rate for Best-in-Class companies (top 20%), H1 2010
l r i li i i l r il li r l r i i i l r il li r r r i i l r il
12.6 23.364
10.7 25.430.3
11.3 36.773.1
14.7 26.754.9
14.9 27.638.8
10.6 19.5100
17.2 28.570.1
10.7 26.450.8
15.4 31.940.1
13.7 20.763
l r i li i i l r il li r l r i i i l r il li r r r i i l r il
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Average click-through rates, H1 2010
Some clients achieved average CTRs as high as 47%
Cck-Thruh Ratby idustry
l r i li i i l r il li r
l r i i i l r il li r r r i i l r il
1.1 4.838.2
1.3 4.030.1
1.8 8.124.1
1.3 6.224.3
0.8 6.316.1
0.7 3.047.1
1.6 6.216.6
0.9 3.815.9
1.3 7.625.2
1.1 4.823.3
l r i li i i l r il li r l r i i i l r il li r r r i i l r il
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Bst Practcs SttBst--Cass Cmpas Apart
Score and rescore leads consistently, score on explicit
and implicit criteria, and use scoring or sales enablement
Determine lead quality beore ollow-up bysales or marketing
Nurture leads throughout the buying cycle
Remind prospects to register or and attend events
Execute smaller, more targeted campaigns
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Dwad th Rprt
Discover more about the reasons or these trends
Find out exactly how Best-in-Class companies are rising to the top
Learn how your organization can put these best practices into play