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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

and Best Practices:


The Summary Report
S umm e r 2 0 1 0

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

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Trend #1: Use of
Automation
Trend #1: Use of has Exploded
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

 2B and B2C companies are rapidly and dramatically adopting


B
marketing automation
Biggest growth in lead scoring, event marketing and lead nurturing

5
Trend
Trend #2: #2: Marketers
Marketers arewithGetting
are Getting Savvy 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

 IC companies use lead scoring to qualify the quality of a


B
lead – high-quality leads go to sales; lower quality leads into a
nurturing program
 ompanies using lead scoring end up with a higher net number
C
of qualified leads

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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

 ll segments use lead nurturing to move prospects through


A
the buying cycle
Result: higher number of new qualified leads

7
Trend #4:Automation
Trend #4: Helps Drive Event
Helps Drive
Attendance and and
Event Attendance Leads
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

 MB and Corporate customers are generating many more


S
new qualified leads from events.

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Trend #5: Campaign Sizes
are Plummeting
Trend #5: Campaign Sizes are Plummeting
% 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

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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

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


 hy? Marketing automation empowers marketers to execute more
W
campaigns in house.

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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
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

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
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

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.

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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

29.6 1.1 4.8


1.1 4.8
38.2
38.2
1.3 4.0
1.3 Laggard
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
Open Rate
Rate Average
Best in Class
Laggard Average Best in Class Click-through
Open rate: Thehow
rate: Indicates percentage of recipients
many people openedwho
– click on a URL
or viewed or text
– your link in your email.
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
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

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