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How Do You
Stack Up?
Marketing Automation
Trends, Benchmarks,
c o pyr i g ht E l o q ua a n d J E S S 3
C o n t e n t by E l o q ua B e st P ract i c e s
C o n su lta n ts ( @ E l o q ua )
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
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
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
Trend #1: Use of
Automation
Trend #1: Use of has Exploded
Automation has Exploded
Scoring Events Nuturing
B2B B2C
5
Trend
Trend #2: #2: Marketers
Marketers arewithGetting
are Getting Savvy Lead Scoring
Savvy with Lead Scoring
Customer
Buying
Stages
Sales and
Marketing
Stages
6
Trend #3: Automate Nurturing
for Success
Trend #3: Automate Nurturing for Success
% Increase in New Qualified Leads
Marketers that
automate lead 49% 21% 451%
nurturing vs those
that don’t, H1 2010 49% 21% 451%
vs H2 2009
7
Trend #4:Automation
Trend #4: Helps Drive Event
Helps Drive
Attendance and and
Event Attendance Leads
Leads
% Increase in New Qualified Leads
85% 39%
2%
Customers that use automation for events vs. those that don’t, H1 2010 vs. H1 2009
8
Trend #5: Campaign Sizes
are Plummeting
Trend #5: Campaign Sizes are Plummeting
% Increase/decrease in Average Campaign Size
B2B B2C
9
Trend #6: B2B Email is
Trend #6: B2B Email is not dead
not dead
(infact,
(in fact, quite
quite the opposite)
the opposite)
% Increase in Email Sent B2B B2C
10
Open Rate by Industry
Business Consumer Education Financial Health High Insurance Leisure Manufacturing Media and
Services Services Services Care Tech Publishing
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
0.7 3.0 Insurance
1.6 6.2 Leisure
0.9 3.8 Manufacturing
1.3 7.6 Media and
1.1 4.8
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-ThroughOpen
RateRate
(%) Business Consumer Education Financial Health High Insurance Leisure Manufacturing Media and
Services Services Services Care Tech Publishing
Open Rate
1.1 4.8 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
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
30.3 companies (top
73.1 54.9 20%), H1 2010
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
39.9 2.8
39.40.48.4 bounceback
24 2.4
15.30.55.1 600.66.4 management
19.3 2 29.4 1.7
19.50.35.1 0.32.3helps
42.9 2.6
17.1 52.3 keep
95.0 2.1
11.1
0.5 open
18.2 2.1
5.7
0.52.4 rates0.18.6high
9.3 0.5
92.3
13.6 3.9
39.5
0.65.7
18.7 1.9
43.3
0.418.6
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
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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
Manufacturing
and
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 Open Rate
Click-Through Rate
Rate (%)
Average
(%) 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
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
6423.3 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
6320.7
Opt-Out Some clients achieved average CTRs as high as 47%
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
Opt-Out as
as %
% of
of Database
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
39.41.38.4 15.31 5.1 600.66.4 19.50.65.1 17.1
0.32.3 52.3
2.511.1 5.70 2.4 92.3
1.28.6 39.5
1.05.7 43.3
1.218.6
1.3 1 0.6 0.6 0.3 2.5 0 1.2 1.0 1.2
Bounceback
Bounceback Rate
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
0.42.8 240.52.4 19.3
0.62 29.4
0.31.7 42.9
0.32.6 95.0
0.52.1 18.2
0.52.1 9.3
0.10.5 13.6
0.63.9 18.7
0.41.9
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.
Data reflects H1
Click-through 2010
rate: Totalaverages.
number of unique clicks divided by total number of emails delivered.
Laggard Average Best in Class Click-through rate: Total number of opens
uniquedivided
clicks by
divided
total by total number
of emailsofdelivered.
emails delivered.
Laggard Average Best in Class Open rate: Total
Open rate: Total
number
number
of unique
of uniqueofopens
number
Bounceback rate: The percentage hard divided by total
bouncebacks number
divided by of emails
total delivered.
number of emails sent.
Bounceback rate: The percentage of hard bouncebacks divided by total number of emails sent.
12
Best Practices Setting
Best-in-Class Companies Apart
core and rescore leads consistently, score on explicit
S
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
14