Eloqua Benchmark Report 3Q10 - Summary
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How Do You Stack Up? Marketing Automation Trends, Benchmarks, and Best Practices: The Summary Report SUMMER 2010 CONTENT BY ELOQUA BEST PRACTICES CONSULTANTS (@ELOQUA) COPYRIGHT ELOQUA AND JESS3 Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License
description
A truncated version of the full report -- which analyzes 10,000 months of data to highlight for marketers how the top performers generate revenue using marketing automation solutions and best practices. The full report is available, for free, here: http://www.eloqua.com/benchmark/
Transcript of Eloqua Benchmark Report 3Q10 - Summary
How Do You Stack Up?Marketing Automation Trends, Benchmarks, and Best Practices: The Summary Report SUMMeR 2010
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Analyzed over 10,000 months of data across 700+ B2B and B2C customers in companies of all sizes across industries
Identified trends in marketing automation and best practices of Best-in-Class (BIC) companies (those in the top 20%)
Produced a report capturing all our findings
What We Did
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What We Discovered: SmartMarketers are Doing it Right Pumping up the volume: executing a higher volume of 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 of marketing automation exploded in three key areas
Lead scoring is getting more sophisticated
Lead nurturing results in a greater number of qualified leads
Automation helps drive event attendance and improves follow-up
Average campaign size is plummeting
Email is still effective
Trend Highlights
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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
Trend #1: Use of Automation has explodedTrend #1: Use of Automation has Exploded
Scoring 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 qualify the quality of a lead – high-quality leads go to sales; lower quality leads into a nurturing program
Companies using lead scoring end up with a higher net number of qualified leads
Trend #2: Marketers are getting Savvy with lead ScoringCustomerBuyingStages
Sales andMarketing Stages
Interest Learn Evaluate Justify PurchaseSuspect Inquiry Qualified Lead Sales
Accepted LeadSalesQualified Opporunity
Trend #2: Marketers are Getting Savvy with Lead Scoring
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Marketers that
automate lead
nurturing vs those
that don’t, H1 2010
vs H2 2009
All segments use lead nurturing to move prospects through the buying cycle
Result: higher number of new qualified leads
Trend #3: Automate nurturing for SuccessTrend #3: Automate Nurturing for Success% Increase in New Qualified Leads
Enterprise
451%49% 21%
SMB Corporate
49% 21% 451%
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SMB and Corporate customers are generating many more new qualified leads from events.
Customers that use automation for events vs. those that don’t, H1 2010 vs. H1 2009
Trend #4: Helps Drive event Attendance and leads% Increase in New Qualified Leads
SMB
85%
Corporate
39%
Enterprise
2%
Trend #4: Automation Helps Drive Event Attendance and Leads
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Marketers sending more targeted, more timely campaigns
Trend #5: Campaign Sizes are PlummetingTrend #5: Campaign Sizes are Plummeting
% 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
Trend #6: B2B Email is not dead (in fact, quite the opposite)% 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
Trend #6: B2B email is not dead (in fact, quite the opposite)
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Use of segmentation separated high from low open rates
Active bounceback management helps keep open rates high
open Rate by industry
BusinessServices
ConsumerServices
Education FinancialServices
HealthCare
High Tech
Insurance Leisure Manufacturing Media andPublishing
Open RateAverage
29.629.8 29.7 67.9 33.8 30.7 25.6 43.1 33.6 37.3 28.7
Open rate: Indicates how many people opened – or viewed – your email.Laggard Average Best in Class
Average open rate for Best-in-Class companies (top 20%), H1 2010
Click-Through Rate (%)
BusinessServices
ConsumerServices
Education FinancialServices
HealthCare
High Tech
Insurance Leisure Manufacturing Media andPublishing
Open Rate
Opt-Out as % of Database
Bounceback Rate
Data reflects H1 2010 averages.Click-through rate: Total number of unique clicks divided by total number of emails delivered.Open rate: Total number of unique opens divided by total number of emails delivered.Bounceback rate: The percentage of hard bouncebacks divided by total number of emails sent.
Laggard Average Best in Class
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
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
39.4 8.41.3
15.3 5.11
60 6.40.6
19.5 5.10.6
17.1 2.30.3
52.3 11.12.5
5.7 2.40
92.3 8.61.2
39.5 5.71.0
43.3 18.61.2
39.9 2.80.4
24 2.40.5
19.3 20.6
29.4 1.70.3
42.9 2.60.3
95.0 2.10.5
18.2 2.10.5
9.3 0.50.1
13.6 3.90.6
18.7 1.90.4
Click-Through Rate (%)
BusinessServices
ConsumerServices
Education FinancialServices
HealthCare
High Tech
Insurance Leisure Manufacturing Media andPublishing
Open Rate
Opt-Out as % of Database
Bounceback Rate
Data reflects H1 2010 averages.Click-through rate: Total number of unique clicks divided by total number of emails delivered.Open rate: Total number of unique opens divided by total number of emails delivered.Bounceback rate: The percentage of hard bouncebacks divided by total number of emails sent.
Laggard Average Best in Class
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
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
39.4 8.41.3
15.3 5.11
60 6.40.6
19.5 5.10.6
17.1 2.30.3
52.3 11.12.5
5.7 2.40
92.3 8.61.2
39.5 5.71.0
43.3 18.61.2
39.9 2.80.4
24 2.40.5
19.3 20.6
29.4 1.70.3
42.9 2.60.3
95.0 2.10.5
18.2 2.10.5
9.3 0.50.1
13.6 3.90.6
18.7 1.90.4
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Average click-through rates, H1 2010
Some clients achieved average CTRs as high as 47%
Click-Through Rate by industry
Click-through rate: The percentage of recipients who click on a URL or text link in your email.
Laggard
Average
Best in Class
Click-Through Rate (%)Average
7.3
BusinessServices
9.1
ConsumerServices
10.8
Education
17.3
FinancialServices
9.8
HealthCare
9.7
High Tech
5.9
Insurance
10.2
Leisure
5.8
Manufacturing
15.9
Media andPublishing
10.7
BusinessServices
ConsumerServices
Education FinancialServices
HealthCare
High Tech
Insurance Leisure Manufacturing Media andPublishing
Open RateAverage
29.629.8 29.7 67.9 33.8 30.7 25.6 43.1 33.6 37.3 28.7
Open rate: Indicates how many people opened – or viewed – your email.Laggard Average Best in Class
Click-Through Rate (%)
BusinessServices
ConsumerServices
Education FinancialServices
HealthCare
High Tech
Insurance Leisure Manufacturing Media andPublishing
Open Rate
Opt-Out as % of Database
Bounceback Rate
Data reflects H1 2010 averages.Click-through rate: Total number of unique clicks divided by total number of emails delivered.Open rate: Total number of unique opens divided by total number of emails delivered.Bounceback rate: The percentage of hard bouncebacks divided by total number of emails sent.
Laggard Average Best in Class
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
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
39.4 8.41.3
15.3 5.11
60 6.40.6
19.5 5.10.6
17.1 2.30.3
52.3 11.12.5
5.7 2.40
92.3 8.61.2
39.5 5.71.0
43.3 18.61.2
39.9 2.80.4
24 2.40.5
19.3 20.6
29.4 1.70.3
42.9 2.60.3
95.0 2.10.5
18.2 2.10.5
9.3 0.50.1
13.6 3.90.6
18.7 1.90.4
Click-Through Rate (%)
BusinessServices
ConsumerServices
Education FinancialServices
HealthCare
High Tech
Insurance Leisure Manufacturing Media andPublishing
Open Rate
Opt-Out as % of Database
Bounceback Rate
Data reflects H1 2010 averages.Click-through rate: Total number of unique clicks divided by total number of emails delivered.Open rate: Total number of unique opens divided by total number of emails delivered.Bounceback rate: The percentage of hard bouncebacks divided by total number of emails sent.
Laggard Average Best in Class
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
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
39.4 8.41.3
15.3 5.11
60 6.40.6
19.5 5.10.6
17.1 2.30.3
52.3 11.12.5
5.7 2.40
92.3 8.61.2
39.5 5.71.0
43.3 18.61.2
39.9 2.80.4
24 2.40.5
19.3 20.6
29.4 1.70.3
42.9 2.60.3
95.0 2.10.5
18.2 2.10.5
9.3 0.50.1
13.6 3.90.6
18.7 1.90.4
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Best Practices SettingBest-in-Class Companies Apart Score and rescore leads consistently, score on explicit and implicit criteria, and use scoring for sales enablement
Determine lead quality before follow-up bysales or marketing
Nurture leads throughout the buying cycle
Remind prospects to register for and attend events
Execute smaller, more targeted campaigns
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Download the Report Discover more about the reasons for 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
