40 Must See Charts For Modern Marketers

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40 Essential Stats, Facts and Charts every digital marketer should be aware of.

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40 Must See Charts For Modern Marketers

  1. 1. 0 20 40 60 80 100 120 140 0% 10% 20% 30% 40% 50% 40 Must-See Charts for Modern Marketers
  2. 2. Increase in Automated Marketing Practice Same quarter 2010 to 2012 0% 10% 20% 30% 40% 50% 60% Lead Nurturing Data swCleansing Lead Scoring Event Management Growth in program activity Dirty Data = Lost Revenue Event management and data cleansing rising more sharply than all other automated marketing practices
  3. 3. $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 6/3/2010 9/3/2010 3 MONTHS ENDING Return on $1 in Sales and Marketing Investment NEWANNUALREVENUE 12/31/2010 3/31/2011 LinkedInSaaS Median LinkedIn IPOs on Back of Massive Marketing ROI LinkedIn's marketing ROI dwarfs benchmark, contributing to successful IPO
  4. 4. Social Traffic Sources for B2B and B2C Companies LinkedIn TwitterFacebook Source: Eloqua Benchmark Data, 2010 Full year Social Media Referral Traffic: B2B vs. B2C LinkedIn referral traffic is 16x higher for B2B Companies 72%16% 12% B2B 84% 1% 15% B2C
  5. 5. Qualified leads generated per active Marketer Marketers and Productivity by Level of Automation 0 20 40 60 80 100 120 140 Active Marketers No Automation Basic Automation Advanced Automation Source: Eloqua Benchmark Data, 10 , 2011 Leads/Marketer Increase with Marketing Automation Sophistication Automation frees marketers to create better campaigns, increasing their lead/marketer ratio
  6. 6. Growth in Marketing Reach By Region EMEA APAC US 0% 10% 20% 30% 40% 50% 60% Unique Web Visitors Marketing Database Source: Eloqua benchmark data Apr 2010 to Mar 2011 APAC & EMEA Companies Outpacing US in Web Visitors, Trailing in Conversion EMEA and APAC markets may be "leaving revenue on the table" by not converting web visitors into marketing contacts
  7. 7. -1.00% -0.50% 0.00% 0.50% 1.00% 0% 15% 30% Sun Mon Tue Wed Thu Fri Sat Email Clicks & Volume by Day of Week Emails SentClickthrough Rates 1.5 Billion Emails Can't Be Wrong: Weekends Are the Best Time to Send Email For the highest clickthrough rate, Marketers should send emails on weekends EMAILCLICKRATE VOLUME
  8. 8. Personalized Subject Lines Key to Email Open Rates The best-performing emails include subject lines personalized with the recipient's name and an additional data point, like location 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% -2.0% -4.0% No Personalization Custom Personalization Name Exclamation Mark! Personalized Email Subjects and Open Rate Source: Eloqua Benchmark Data, January 2011 Based on a sample of 200M+ emails Company
  9. 9. Marketing Automation Leaders Generate More Form Completions By tailoring offers to prospects' interests, companies that automate marketing processes enjoy 3x more submissions than those who don't automate -100% 0% 100% 200% 300% Marketing Automation Sophistication FORMSUBMISSIONVOLUME Laggard Average Leader
  10. 10. Dynamic Content: Adoption & Conversion ADOPTIONRATE VISITORCONVERSIONRATE 70% 60% 50% 40% 30% 0.5% 1.0% 1.5% 2.0% 2.5% 0.0% 20% 10% 0% Uses Dynamic Content Does not use Dynamic Content Adoption Visitor Conversion Rate Dynamic Content Improves Conversions by 50% The minority of marketers that serve dynamically generated content are enjoying an enormous competitive advantage
  11. 11. Event Sponsorship = Lift in Site Traffic Using Dreamforce 2011 as a proxy for event marketing, sponsors enjoyed, on average, a 25%+ lift in site traffic during the event Titanium Platinum Gold Silver Bronze Exhibitor Grand Total -50% 0% 50% 100% 150% Increase In Daily Site Views by Sponsorship Level Source: Eloqua Benchmark Data,Web traffic for sponsors, compared to three months prior to event
  12. 12. Influencers and Conversions 10 8 6 14% 12% 10% 8% 6% 4% 2% 0% 4 2 0 Content Shared by ‘Influencers’ Content Not Shared by ‘Influencers’ Ratioofuniquepageviews Influencers based on Klout score %ofvisitorsthatsubmittedform "Influencers" Have Major Impact on Views and Conversions "Influencers" can trigger 6x more traffic and 2x more conversions when they share a brand's content on social channels.
  13. 13. 0 20 40 60 80 100 120 140 Jan 10 Apr 10 Jul 10 Oct 10 Dec 10 Mar 11 June 12 Eloqua Experience Attendees & Monthly Lead Generation Attended Eloqua Experience Eloqua Experience Event Did not attend Eloqua Experience User Conference Attendees Are Your Best Customers Looking for customers to highlight? Start with user conference attendees MONTHLYLEADPRODUCTION PERMARKETER(MEDIAN)
  14. 14. Frequency Distribution % Form Conversion (Mean) The Optimal Number of Form Fields: 7 Form fields need to balance UX with data collection. 5-10 fields is the ideal range Source: Eloqua Benchmark Data, 3Q 2011 0% 10% 20% 30% 40% 50% 60% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Number of Form Fields 61% of Forms have 5 to 10 Fields and convert 40% of unique visitors
  15. 15. 200 0 400 600 800 1,00 1,200 1,400 1,600 1,800 2,000 200 0 400 600 800 1,000 1,200 1,400 1,600 Q1 Q2 2008 Q3 Q4 Q1 Q2 2009 Q3 Q4 Q1 Q2 2010 Q3 Q4 Q1 Q2 2011 Q3 Digital Body Language Trends for Billion Dollar Companies S&P 500Website Activity Source: Eloqua Benchmark Index, Yahoo finance, 2009 to 2011 AVERAGEPAGEVIEWS($1B+COMPANIES) S&PINDEX Web Activity Correlates to Macro-economic Trends Web traffic patterns for large company sites closely mirror performance of the S&P 500
  16. 16. More Automation = More Attendees Automated pre- and post-webinar reminders can increase attendance by 32% 0% 10% 20% 30% 40% 50% 60% Standard Attendance Rate Email Reminders WEBINAR ATTENDANCE Webinars Attendance & Automated Reminders LEVELOFAUTOMATION Follow-up w/ No-Shows Automated Reminders Marketing Automation/Event Platform Integration No Automation
  17. 17. Small Businesses Take Early Lead in Social Media Companies with revenue under $150M are driving significantly more traffic via social networks than are enterprise marketers 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 10/10 11/10 12/10 1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11 9/11 Companies Under $150M Stepped up, Socially $150M to $2B >$2B<$150M Source: Eloqua Benchmark Index, 4Q 10 to 3Q 11
  18. 18. 80% of deals closed after just two marketing "touches" Closed Loop Reporting: The Longtail Begins at Three Campaigns Source: Eloqua Benchmark Index 1 6 11 16 21 26 31 36 70% 0% 10% 20% 30% 40% 50% 60% Number of Campaign Responses per Closed Opportunity %OFCLOSEDDEALS
  19. 19. Q4 is Marketing's Busiest Month Sales isn't the only department slammed in Q4. It's also when marketing generates the most online activity -20% -30% -10% 0% 10% 20% 30% 40% 50% 60% Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 is Marketing's Busiest Period Form SubmissionsVisits Source: Eloqua Benchmark Index %CHANGEFROMYEARLYAVERAGE
  20. 20. B2B Companies Closing the Online Gap with B2C Counterparts Page views for large ($1B+) B2B companies are approaching B2C levels Page View Ratio B2C:B2B B2B PAGE VIEWSB2C PAGE VIEWS : 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 2008 2009 2010 2011
  21. 21. Marketing Automation "Masters" Outperform Peers Companies that invest in staff training/certification are able to market to a larger % of their databases 0% 10% 20% 30% 40% 50% 60% OCT 10 NOV 10 DEC 10 JAN 11 FEB 11 MAR 11 APR 11 MAY 11 JUN 11 JUL 11 AUG 11 SEP 11 Investment in Eloqua Education Correlated with Marketing Effectiveness <5 "Masters" 0 "Masters"5+ "Masters" CUMULATIVEMARKETABLEREACHGROWTH Source: Eloqua Benchmark Index
  22. 22. StumbleUpon Traffic up 40x for Media Companies Media companies are enjoying a surge in StumbleUpon- referred traffic. The average Eloqua media client is up 15x, those using the StumbleUpon button are up 40x Traffic to Eloqua Media Customers Referred from StumbleUpon Grew 15x 0 2 4 6 8 10 12 No StumbleUpon Button StumbleUpon Button STUMBLEUPONPAGEVIEWS (MILLIONS) 2011 QTR 4QTR 3QTR 2QTR 1 Source: Eloqua Benchmark Index, CY 2011
  23. 23. Twitter's t.co Shortener Drives Traffic, Insights Eloqua customers track 89% increase in Twitter referral traffic after launch of t.co shortener T.co Fixes Twitter’s Traffic Referral Problem Referrals from Twitter domains Referrals from T.com domains Source: Eloqua Benchmark Index, CY 2011 0.0 0.2 0.4 0.6 0.8 1.0 1.2 12/1/ 10 1/1/ 11 2/1/ 11 3/1/ 11 4/1/ 11 5/1/ 11 6/1/ 11 7/1/ 11 8/1/ 11 9/1/ 11 10/1/ 11 11/1/ 11 12/1/ 11 REFERREDVISITORSTOELOQUA CUSTOMERS(MILLIONS) 89% more traffic coming “from Twitter” after T.co URL shortener launch
  24. 24. Video Streams/Month Outpacing Traffic Growth Traffic to online video sites increased by 18%, while the # of videos streamed doubled to 22M Video Site Visitors Averaged 137 Videos Viewed in Dec 2011 Source: Nielsen, OCT 2009 to DEC 2011 50M 100M 500M 1B 5B 10B UNIQUEVIEWS TOTAL STREAMS Facebook Yahoo! VEVO MSN/Bing Hulu YouTube
  25. 25. ORDERED BY DECREASING REVENUE SIZE Source: SEC Facebook's Sales & Marketing ROI Tops Tech/Social Competitors For Every $1 Spent on Sales & Marketing, Facebook Generates $4.52 in Annual Revenue Google Facebook Zynga Groupon LinkedIn Pandora $0 $1 $2 $3 $4 $5
  26. 26. "Funnel Stage Conversion" Top Area for B2B Marketing Improvement B2B marketers are most focused on improving skills in the areas of contact management and effectiveness measurement 0 0.50 1.00 2.00 2.501.50 Funnel Stage Conversion Standardized Data Set and Values Lead Management Process Flow Personal Development Strategic Campaign Planning Spend Analysis Funnel Stage Acceleration Asset Engagement Inactive Contact Management Lead Follow-Up Data Management Sales Enablement Campaign Automation Database Health Lead Scoring Email Deliverability Personalization Campaign Engagement Funnel Stages Campaign Execution Workflow Best Practice Adoption Intergrated Marketing Subscription and Preferences Mgmt Lead Assignments IMPROVEMENT OPPORTUNITY INDEX Lead Management Contact Management Campaign Management Effectiveness Management
  27. 27. Email Still Drives More Traffic than Social Although social media referral traffic is rising sharply (331% same quarter YOY), email still tops in referral traffic 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Email Eyeballs and Traffic Compared to Social Top 5 Social Referrers (Traffic) Top Email Opens (Eyeballs) Total Email Clicks (Traffic) Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Eloqua Benchmarking Report AVERAGEPERBRANDPERMONTH
  28. 28. Encrypted Google Keywords on the Rise Google personalized search is causing search terms to become increasingly opaque for SEO pros. The solution: Buy AdWords Source:Eloqua.com SEO Bliss SSL Search Optional Google Secure Search by Default Original Impact Estimation <10% Keywords Are Hidden for 26% of Searches (and Growing!) 0% 10% 20% 30% % of Search Visits With Keywords Masked OCT 11 NOV 11 DEC 11 JAN 12 JUL 11 AUG 11 SEP 11 FEB 12
  29. 29. Social Sign-on Combats False Profile Data An increasing number of social profiles are created with false information, yet the increasing appetite for social sign-on provides marketers with a viable alternative Source: Janrain, “Consumer Perceptions of Online Registration and Social Login” conducted by Blue Research. Survey, Jan 10, 2012. More US Online Buyers Submitting False Information Sign-Up Forms; More Prefer Social Sign-On 0% 20% 40% 60% 80% 100% 10% 30% 50% 70% 90% 20112010 Have given false information to create an account Prefer social sign-on
  30. 30. Google, Dell, Apple & Agencies Top SXSW 2012 Attendees Not only are big companies attending SXSW, but CEO attendance is also high Delegates Companies CEO Attendance Source: SXSW press release, attendee list GROUPED BY NUMBER OF DELEGATES FROM COMPANY 4,500 4,000 3,000 2,000 2,500 1,000 1,500 0 500 3,500 Apple,30 Energy BBDO, 32 + 1CEO Google,59 Dell, 71 Digitas,37
  31. 31. How the Joseph Kony Video Went Viral Geographic seeding + Influencer support + Compelling narrative + Simple CTA + Controversy 0 100 200 400 500300 Kony 2012 Susan Boyle: Britain’s Got Talent Lady Gaga: Bad Romance Rebecca Black: Friday Justin Bieber: Baby Miley Cyrus: Party in the USA Modern Warfare 2 Beyonce: Single Ladies Katy Perry: Hot ‘n’ Cold Jeff Dunham: Achmed The Dead Terrorist The Annoying Orange David After Dentist Charlie Bit My Finger Again Evian: Live Young Laughing Baby Days to 100 Million Views Source: Visible Measures
  32. 32. "Sales Enablement" Key to Database Growth Companies that equip sales reps with content-sharing tools grow their databases faster than others Source: Eloqua Benchmark Index. Sales Tool Adoption Boosts Reach 0% 2% 4% 6% 8% 1% 3% 5% 7% Strong (10+ Users) Weak (No Users) Average (0-9 Users) Monthly Marketable Reach Growth %
  33. 33. Business Services, Telecom, IT Lead in Database Growth Marketing automation expands addressable market across all verticals 0% 9%8%7%6%5%4%3%2%1% Business Services Telecommunications Information Technology Computer Hardware Banking Marketing Agency Arts, Entertainment and Recreation Manufacturing Utilities Computer Software Finance and Insurance Accomodation and Insurance Prof. , Scientific and Technical Srvs Educational Services Health Care and Social Services Monthly Database Growth Monthly Database Growth by Industry Source: Eloqua Benchmark Index, Sep 2011 to Feb 2012
  34. 34. Personal Signatures Increase Email Open Rates by 500% Personalizing email signatures can increase open rates by 5x and click through rates by nearly 3.5x 0% 10% 20% 30% 40% Open Rate Click Through Rate Personalized Signatures Drastically Improve Email Response Rates Without SignaturesWith Signatures Source: Eloqua Benchmark Data
  35. 35. Marketers Creating 2x as Many Unqualified Leads as “Perfect” Leads Marketers may be too strict with lead scoring definitions —only 40% of marketers have a single "perfect" lead % OF CUSTOMERS WHO HAVE LEADS WITH EACH SPECIFIC SCORE (1 BEING HIGHLY ENGAGED, 4 BEING UNENGAGED) Source: Eloqua Benchmark Index Less Than 50% Of Customers Have A “Perfect” Leads 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4 USER PROFILE BEST USER PROFILE BETTER USER PROFILE WORSE USER PROFILE WORST
  36. 36. Pinterest Tops Social Networks in Referral Traffic/User Despite having a fraction of the members as Facebook or Twitter, Pinterest is a major source of social media referral traffic Pinterest Refers More Traffic Per User Than Facebook or Twitter Source: Referral traffic: shareholic.com, Facebook users: sec . gov, Pinterest users: techcrunch.com, Twitter users: blog.twitter.com Per 1 Million Users 0.10% 0% 0.04% 0.06% 0.08% 0.02% Facebook (901M Users & 6.5% Referrals) Twitter (140M Users & 0.9% Referrals) Pinterest (10M Users & 0.9% Referrals)
  37. 37. Automated Campaigns Enjoy 200% Higher Conversion Rates Automated campaigns not only convert at a much higher rate, but they also remain effective over a longer period of time than manual campaigns 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% Campaign Lead Conversion Rate No AutomationAutomation Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 201120102009 LEADCONVERSIONRATE
  38. 38. Fewer Marketers Measuring Impact on Revenue Marketers are more proficient at tracking tactical metrics than impact on revenue Actions Speak Louder Than Words 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Engagement Campaign Response Web Engagement Database Health Funnel & Revenue Performance Source: Eloqua Benchmark Data, April 2012 Say they measureActually measure
  39. 39. Social Referral Traffic Up 2x Year Over Year Marketers are diversifying investment in social channels; Pinterest referral traffic up (52x) most year over year Marketers Diversifying Beyond Facebook Google Pinterest Tumblr Reddit Linkedin Twitter StumbleUpon Facebook Source: Eloqua Benchmark Data, Dec 2010 to March 2012 5.0% 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0% 1/1/11 3/1/11 5/1/11 7/1/11 9/1/11 11/1/11 1/1/12 3/1/12 SHAREOFTOTALREFFERALTRAFFIC
  40. 40. "Green" Companies Outpacing S&P 500 by Nearly 50% Even the slowest growing socially responsible companies are outpacing the S&P 500 index 0% 10% 20% 30% 40% 50% Socially Responsible Corporations Grow Faster CUMULATIVEGROWTH% 2005-2010 Top 100 “Green” Companies S&P 500 25 Slowest-growing “Green” Companies Source: SEC public filings & 2011 Newsweek Green Rankings
  41. 41. How Frequently Should I Email My Database? Remember: a high click-through rate is desirable only if it delivers more leads Mean Unique Clicks Mean Click-Through Rate Average Emails per Contact Based on 6B+ Emails 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 0 5 10 15 20 25 30 0.5 1.0 1.5 2.0 2.5 3.0 3.5 CLICK-THROUGHRATE% RESPONSEVOLUME(THOUSANDS)

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