Eloqua Benchmark Report - Summary 3Q10

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

ConTenT BY eloqUA BeST PRACTiCeSConSUlTAnTS (@eloqUA)C

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License


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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


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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



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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



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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

Eloqua Benchmark Report - Summary 3Q10

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