Eloqua Benchmark Report 3Q10 - Summary

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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/

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Eloqua Benchmark Report 3Q10 - Summary

  1. 1. licensed under a Creative Commons Attribution 3.0 License Except where otherwise noted, content on this site is How Do You Stack Up? Marketing Automation Trends, Benchmarks, CoPYRigHT eloqUA AnD JeSS3 and Best Practices: The Summary Report SUMMeR 2010 ConTenT BY eloqUA BeST PRACTiCeS C o n S U lTA n T S ( @ e l o q U A )
  2. 2. What We Did 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 2
  3. 3. What We Discovered: Smart Marketers 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 3
  4. 4. Trend Highlights 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 4
  5. 5. Trend #1: Use of Automation has exploded Trend #1: Use of Automation has Exploded Scoring Events Nuturing B2B B2C 18% 23% 11% 19% 61% 281% Growth of active, automated programs by program type,, H1 2010 vs. H1 2009 B2B and B2C companies are rapidly and dramatically adopting marketing automation Biggest growth in lead scoring, event marketing and lead nurturing 5
  6. 6. Trend #2: Marketers are getting Trend #2: Marketers are Getting Savvy with Lead Scoring Savvy with lead Scoring Customer Buying Stages Interest Learn Evaluate Justify Purchase Suspect Inquiry Qualified Lead Sales Sales Accepted Lead Qualified Opporunity Sales and Marketing Stages 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 6
  7. 7. Trend #3: Automate nurturing for Success Trend #3: Automate Nurturing for Success % Increase in New Qualified Leads SMB Corporate Enterprise Marketers that automate lead 49% 21% 451% nurturing vs those that don’t, H1 2010 49% 21% 451% vs H2 2009 All segments use lead nurturing to move prospects through the buying cycle Result: higher number of new qualified leads 7
  8. 8. Trend #4: Automation Helps Drive Trend #4: Helps Drive event Attendance and and Leads Event Attendance leads % Increase in New Qualified Leads SMB Corporate Enterprise 85% 39% 2% Customers that use automation for events vs. those that don’t, H1 2010 vs. H1 2009 SMB and Corporate customers are generating many more new qualified leads from events. 8
  9. 9. Trend #5: Campaign Sizes are Plummeting Sizes are Plummeting Trend #5: Campaign % Increase/decrease in Average Campaign Size B2B B2C SMB Corporate Enterprise Total -50% -74% -6% -98% -37% -20% -94% 49% Average campaign size, H1 2010 vs H1 2009 Marketers sending more targeted, more timely campaigns 9
  10. 10. Trend #6: B2B email is not dead Trend #6: B2B Email is not dead (in fact, quite the opposite) (in fact, quite the opposite) % Increase in Email Sent B2B B2C SMB Corporate Enterprise Total 33% 24% 23% 13% 179% 69% 36% 25% Total emails sent, H1 2010 vs H1 2009 Email use is growing at a healthy clip across all segments Why? Marketing automation empowers marketers to execute more campaigns in house. 10
  11. 11. open Rate by industry Business Consumer Education Financial Health High Insurance Leisure Manufacturing Media and Services Services Services Care Tech Publishing Click-Through Rate (%) Business 1.1 4.8 Consumer 1.3 4.0 Education 1.8 8.1 Financial 1.3 6.2 Health 0.8 6.3 High 3.0 0.7 Insurance 1.6 6.2 Leisure 0.9 3.8 Manufacturing 1.3 7.6 Media4.8 1.1 and Services 38.2 Services 30.1 24.1 Services 24.3 Care 16.1 Tech 47.1 16.6 15.9 25.2 Publishing 23.3 Click-Through RateRate Open (%) Business Consumer Education Financial Health High Insurance Leisure Manufacturing Media and Services Services Services Care Tech Publishing Open Rate4.8 1.1 1.3 4.0 1.8 8.1 1.3 6.2 0.8 6.3 0.7 3.0 1.6 6.2 0.9 3.8 1.3 7.6 1.1 4.8 38.2 30.1 24.1 24.3 16.1 47.1 16.6 15.9 25.2 23.3 Open Rate Average 29.8 29.7 67.9 33.8 30.7 25.6 43.1 33.6 37.3 28.7 29.6 12.6 23.3 64 10.7 25.4 30.3 11.3 36.7 73.1 14.7 26.7 54.9 14.9 27.6 38.8 10.6 19.5 100 17.2 28.5 70.1 10.7 26.4 50.8 15.4 31.9 40.1 13.7 20.7 63 Opt-Out as % of Database Laggard Average Best in Class Open rate: Indicates how many people opened – or viewed – your email. 12.6 23.3 10.7 25.4 11.3 36.7 14.7 26.7 14.9 27.6 10.6 19.5 17.2 28.5 10.7 26.4 15.4 31.9 13.7 20.7 Average64 open rate for Best-in-Class companies (top 20%), H1 2010 30.3 73.1 54.9 38.8 100 70.1 50.8 40.1 63 Opt-Out as % of Database 39.4 8.4 15.3 5.1 60 6.4 19.5 5.1 17.1 2.3 52.3 11.1 5.7 2.4 92.3 8.6 39.5 5.7 43.3 18.6 1.3 1 0.6 0.6 0.3 2.5 0 1.2 1.0 1.2 Bounceback Rate Use of segmentation separated high from low open rates Active bounceback management2.6helps0.5 39.9 2.8 39.4 8.4 0.4 24 2.4 15.3 5.1 0.5 19.3 2 60 6.4 0.6 29.4 1.7 19.5 5.1 0.3 42.9 17.1 2.3 0.3 52.3 keep open rates high 0.6 95.0 2.1 11.1 18.2 2.1 5.7 2.4 0.5 9.3 0.5 92.3 8.6 0.1 13.6 3.9 39.5 5.7 18.7 1.9 43.3 18.6 0.4 1.3 1 0.6 0.6 0.3 2.5 0 1.2 1.0 1.2 Bounceback Rate Data reflects H1 2010 averages. Click-through rate: Total number of unique clicks divided by total number of emails delivered. Laggard Average Best in Class 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. 39.9 2.8 24 2.4 19.3 2 29.4 1.7 42.9 2.6 95.0 2.1 18.2 2.1 9.3 0.5 13.6 3.9 18.7 1.9 0.4 0.5 0.6 0.3 0.3 0.5 0.5 0.1 0.6 0.4 Data reflects H1 2010 averages. Click-through rate: Total number of unique clicks divided by total number of emails delivered. Laggard Average Best in Class 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. 11
  12. 12. Click-Through Rate by industry Business Services Consumer Services Education Financial Services Health Care High Tech Insurance Leisure Manufacturing Media and Publishing Business Business Consumer Consumer Education Education Business Financial Financial Consumer Health Health Education High High Financial Insurance Insurance Leisure Health Manufacturing Leisure High Media and Manufacturing Media and Insurance Leisure Services Services Services Services Care Services Tech Services Care Tech Publishing Services Click-Through Rate (%) Services Services Care Tech Publishing Click-Through Rate (%) Open Rate Average Click-Through Rate (%) 9.1 10.8 17.3 9.8 9.7 5.9 10.2 5.8 7.3 Average 29.8 29.7 67.9 33.8 30.7 25.6 43.1 33.6 37.3 28.7 29.6 1.1 4.8 1.1 4.8 38.2 38.2 1.3 4.0 Laggard 1.3 4.0 30.1 30.1 1.8 8.1 1.8 8.1 24.1 24.1 1.3 6.2 1.3 6.2 24.3 24.3 0.8 6.3 0.8 6.3 16.1 16.1 0.7 3.0 0.7 3.0 47.1 47.1 1.6 6.2 1.6 6.2 16.6 16.6 0.9 3.8 0.9 3.8 15.9 15.9 1.3 7.6 1.3 7.6 25.2 25.2 1.1 4.8 1.1 4.8 23.3 23.3 Open Rate Open Rate Average Best in Class Laggard Average Best in Class Open rate: Indicates how many people opened – click on a URL or text link in your email. Click-through rate: The percentage of recipients who or viewed – your email. Average click-through rates, H1 2010 12.6 23.3 10.7 25.4 11.3 36.7 14.7 26.7 14.9 27.6 10.6 19.5 17.2 28.5 10.7 26.4 15.4 31.9 13.7 20.7 12.6 23.3 10.7 25.4 11.3 36.7 14.7 26.7 14.9 27.6 10.6 19.5 17.2 28.5 10.7 26.4 15.4 31.9 13.7 20.7 Opt-Out as % of Database Some clients achieved average CTRs as high as 47% 64 64 30.3 30.3 73.1 73.1 54.9 54.9 38.8 38.8 100 100 70.1 70.1 50.8 50.8 40.1 40.1 63 63 Opt-Out as % of Database 39.4 8.4 15.3 5.1 60 6.4 19.5 5.1 17.1 2.3 52.3 11.1 5.7 2.4 92.3 8.6 39.5 5.7 43.3 18.6 39.4 8.4 1.3 15.31 5.1 60 6.4 0.6 19.5 5.1 0.6 17.1 2.3 0.3 52.3 11.1 2.5 5.70 2.4 92.3 8.6 1.2 39.5 5.7 1.0 43.3 18.6 1.2 1.3 1 0.6 0.6 0.3 2.5 0 1.2 1.0 1.2 Bounceback Rate Bounceback Rate 39.9 2.8 24 2.4 19.3 2 29.4 1.7 42.9 2.6 95.0 2.1 18.2 2.1 9.3 0.5 13.6 3.9 18.7 1.9 39.9 2.8 0.4 24 2.4 0.5 19.3 2 0.6 29.4 1.7 0.3 42.9 2.6 0.3 95.0 2.1 0.5 18.2 2.1 0.5 9.3 0.5 0.1 13.6 3.9 0.6 18.7 1.9 0.4 0.4 0.5 0.6 0.3 0.3 0.5 0.5 0.1 0.6 0.4 Data reflects H1 2010 averages. Data reflects H1 2010 averages. of unique clicks divided by total number of emails delivered. Click-through rate: Total number Laggard Average Best in Class Click-through rate: Total number of opens divided by total by total number ofdelivered. Open rate: Total number of unique unique clicks divided number of emails emails delivered. Laggard Average Best in Class Open rate: Total number of uniqueof hard divided by total number of emails delivered. Bounceback rate: The percentage opens bouncebacks divided by total number of emails sent. Bounceback rate: The percentage of hard bouncebacks divided by total number of emails sent. 12
  13. 13. Best Practices Setting Best-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 13
  14. 14. 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 14

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