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DARE TO COMPARE –
ARE YOU KEEPING UP?
Marketing Automation Trends, Benchmarks, and Best Practices




                                                              THE POWER TO SUCCEED
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011         2




MARKETING AUTOMATION TRENDS, BENCHMARKS,
AND BEST PRACTICES
Why Publish This Report? Last year we published our fi rst report on
marketing automation trends, benchmarks, and best practices based
on analysis of data produced by more than 700 Eloqua B2B and B2C
customers during the first half of 2010. Our second installment of this
bi-annual report reflects our findings of all of 2010, and, because of our
growth, analyzes data produced by more than 900 customers. As you
well know, benchmarking is an ongoing process – and trends and best
practices can shift over time. While some key findings remain the same,
we saw some interesting developments when it comes to the uses and
impact of automation.

Inside, we present the key trends we uncovered and dive into the whys
                                                                                CONTENTS
behind them. Plus, we give you a unique view into how Best-in-Class              2      Introduction to Marketing Automation Trends, Benchmarks,
companies – that is, those who perform in the top 20% compared to their                 and Best Practices

peers – are taking sales and marketing to the next level. But that’s not all.    4      TREND #1: RPM Adopters Showing Early – and
                                                                                        Impressive – Results
We also share a full set of marketing effectiveness metrics – open rate,
                                                                                 7      TREND #2: Advanced Automation Use: Rising and Expanding
click-through rate, and more – complemented by how-to tips gleaned
                                                                                 8      Best Practices for Advanced Automation
from Best-In-Class company practices.                                            9      TREND #3: Data Hygiene and Lead Scoring: The One-Two
                                                                                        Punch in Lead Productivity
                                                                                 10     TREND #4: Nurturing and Segmentation: Boost Email
                                                                                        Effectiveness and Qualified Leads
                                                                                 11     Email Metrics Chart
                                                                                 12     TREND #5: Marketing Automation Justifies More
                                                                                        Marketing Hires
                                                                                 13     TREND #6: Market Reach is Growing through Social
                                                                                        Channels – But It’s Still Early
                                                                                 14     Conclusion: Take Charge of Your Future




                                                                                                                                 © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011             3




                    SO WHAT DID WE LEARN THROUGH OUR ANALYSIS?                             RESEARCH GOALS AND METHODOLOGY
                    Key findings of the research include:                                   The purpose of this study is to help marketers understand how their
                                                                                           performance compares against other marketers that have adopted
                        1.   Companies adopting revenue performance management
                                                                                           marketing automation capabilities as well as provide insight into
                             strategies are reaping the rewards.
                                                                                           major trends and best practices across B2B and B2C companies.
                        2.   Use of marketing automation is not only on the rise, it’s     We tapped into the wealth of data that we have at our fingertips as
                             making its way into more and more areas of companies.         a leading provider of marketing automation. By combing through
                        3.   Data cleansing is playing a larger role in top-performing     aggregate data associated with the sales and marketing campaigns
                             companies – and is improving lead-scoring efforts.            generated by more than 900 Eloqua clients, we were able to identify
                                                                                           what sets top performers apart from the rest of the pack. We then
                        4.   Nurturing and segmentation spurs greater email
                                                                                           conducted additional research on a subset of the Best-in-Class
                             effectiveness and a greater number of qualified leads.
                                                                                           companies to gather best practices.
                        5.   Companies that automate boost productivity – and are more
                             easily able to justify additional marketing hires.            The primary analysis for this study was done in February 2011 by
                                                                                           Eloqua’s Customer Strategy & Success organization. We reviewed
                        6.   Increasingly, social channels are contributing to growing
                                                                                           over 20,000 months of data and included 3.8 billion emails. We only
                             market reach.
                                                                                           included companies that had sent at least 1,000 emails per month,
A NOTE OF CAUTION   Industry benchmarks are just one way to judge a company’s              and only analyzed the data by industry when we had data for at least
                    success. Be sure you benchmark your own performance against            20 companies in that industry
                    your organization’s past performance. That way, you can
                    account for the nuances in your individual market and truly            DEMOGRAPHICS
                    track your continuous improvement – and success.                       In this report, we classify SMBs as those with less than $150 million
                                                                                           in annual revenue; corporate as those generating $150 million to $2
                    Many of the best practices we highlight in this report are reflected    billion per year; and enterprise as those with over $2 billion in annual
                    in Eloqua’s Revenue Lifecycle™ methodology, which outlines the         revenue. Best-in-Class companies ranked in the top 20% of clients
                    business processes, operational resources, and technology needed to    analyzed; average performers were the 50% who fell in the middle;
                    effectively predict and manage demand creation. Because best-in-       and the laggards represent the bottom 30%.
                    class companies tend to invest in the four key disciplines of demand
                    generation – lead management, contact management, campaign
                    management, and effectiveness measurement – they are able to
                    establish a high-performance demand-generation function.
                    By following their lead, your organization can do the same!




                                                                                                                                            © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011    4



TRENDS, BENCHMARKS, AND BEST                                                                                        What is RPM?
                                                                                                                    Revenue performance management (RPM)
PRACTICES IN MARKETING AUTOMATION                                                                                   is a systematic approach to identifying
                                                                                                                    the drivers and impediments to revenue,
Overall, we see that automation is here to stay and becoming a key member of                                        rigorously measuring them, and then
the sales and marketing organizations. With automation, organizations can scale                                     pulling the economic levers that will
                                                                                                                    optimize top-line growth.
right-time, right-message communications to their buyers, drive better-qualified
leads for sales, and accurately manage and scale revenue growth.


                TREND     RPM ADOPTERS SHOWING EARLY –
                01        AND IMPRESSIVE – RESULTS
                          In our research, the pattern we see amongst the fastest growing
                          companies is that they understand how sales and marketing drive
                          revenue. They know, often with great precision, how small changes
                          in sales and marketing activities influence revenue outcomes. To
                          manage revenue growth consistently quarter over quarter, these
                          companies have developed disciplines in sales and marketing that:
                              •    Transcend the traditional silos of sales and
                                   marketing teams;
                              •    Profile customer information and behavior accurately;
                              •    Guide the customer through the stages of their buying
                                   process with messages delivered at the right time and
                                   delivered through the right channel; and
                              •    Can be measured and managed at every stage.
                                                                                               HOW DID WE ARRIVE AT THESE NUMBERS?
                          We call this business strategy Revenue Performance Management        We compared the annual revenue growth of Eloqua customers who are
                          (RPM) and we believe that this idea will transform the front office   publicly traded and applying RPM and those who are publicly traded
                          of businesses of all sizes. And, the fastest growing companies       and not applying RPM to the annual revenue growth of S&P 500
                          are already applying it with great effect. We already found a        companies in 2010. In 2009, before RPM was introduced, both sets
                          strong correlation between using Eloqua marketing automation         of Eloqua customers performed similarly. But once Eloqua customers
                          and boosting revenue performance (in other words, year-over-year     started applying RPM in 2010, they saw a dramatic spike in their
                          growth). However, those who are at the vanguard of Revenue           revenues. They even grew faster than the companies in the S&P 500
                          Performance Management really stood out as the market                – by a wide margin!
                          recovered in the last year.




                                                                                                                                        © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011       5




TREND   BEST PRACTICES FOR ADOPTING RPM                                      BEST PRACTICES FOR MEASURING

01
CONT.
        Clearly there’s good reason to apply RPM in any organization.
        These best practices will help you build a solid foundation
        for RPM success.
                                                                             REVENUE PERFORMANCE
                                                                                •   Understand the value of your pipeline. To gain a true
                                                                                    understanding of what’s in your pipeline – including the
           •   Adopt a top-down culture that drives bottom-up results.
                                                                                    stages that are not yet forecasted – you need a combined
               The fastest growing companies understand how sales and
                                                                                    view of what’s happening in sales and marketing. By applying
               marketing drive revenue. Instilling this mind-set requires
                                                                                    a dollar amount to stages in the marketing process, you
               executive buy-in on the importance associated with
                                                                                    can understand your true revenue potential and determine
               marketing results and metrics. With this support, marketing
                                                                                    whether or not you’re on track to meet your goals.
               and sales teams are empowered to use these metrics to set
               goals and achieve results.                                       •   Manage your funnel. Ultimately you want to accelerate
                                                                                    pipeline activities and maximize conversions. Doing that
           •   Deploy cross-functional teams focused on process
                                                                                    means you need to assess the value in your funnel and
               improvement. Top performers align marketing operations
                                                                                    understand which levers you can pull to increase time or
               and sales operations to ensure that the right metrics are
                                                                                    throughput to revenue. For example, you could decide to
               being reported, results are being evaluated, and changes
                                                                                    adjust spend on the marketing side or reallocate resources on
               are being pinpointed to drive improvements.
                                                                                    the sales side to focus on the most effective campaigns and
           •   Gain one view of the truth. The most salient element in              to increase conversions.
               any RPM strategy is the integrated sales and marketing
                                                                                •   Understand the economics of your funnel. You need a strong
               funnel where sales and marketing have agreed upon the
                                                                                    handle on your cost per lead, opportunity, and closed deal –
               set of stages, definitions of qualification for each stage,
                                                                                    and which initiatives produce the greatest revenue impact.
               and the business rules that support the proper roles
                                                                                    With this knowledge, you can better negotiate with the third
               and responsibilities at each stages. With this in place,
                                                                                    parties that help you generate leads, such as those setting
               organizations can establish a single view of the drivers of
                                                                                    appointments for your sales reps. Plus, you can double
               revenue growth.
                                                                                    down on the right campaigns and cut those that don’t drive
                                                                                    business. For example, if you foresee a potential revenue
                                                                                    shortfall two quarters out, you may decide to shift dollars
                                                                                    towards ‘quick-win’ campaigns that tend to result in smaller
                                                                                    average deal sizes but faster buying cycles.




                                                                                                                       © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011         6




TREND   ADVANCED AUTOMATION USE:                                               EVENT AUTOMATION GOES THROUGH THE ROOF
02      RISING AND EXPANDING
        We know that it can be overwhelming to apply automation
                                                                               As you can see in the chart, organizations are increasing their use
                                                                               of event automation more than any other marketing activity. Despite
                                                                               the clear benefits of automating events, many companies are still
        simultaneously across all of your marketing activities. Fortunately,   managing their events manually. Perhaps after reading this report,
        you can take advantage of lots of simple automation with Eloqua.       they will be more inclined to do so! In future studies, we’ll analyze
        But the more you tap into advanced capabilities, the greater the       the ratio of event invites to registration and registration
        rewards. In fact, even a little bit of automation will be well worth   to attendance.
        your while. Just as in last year’s report, we’re seeing automation
        being used for nurturing, scoring and events – and still growing.      NURTURING YIELDS BIG RESULTS
                                                                               As one of the first activities automated by many organizations,
                                                                               nurturing continues its modest upward climb, and those taking
                                                                               advantage of automated nurturing are seeing significant benefits. This
                                                                               is especially evident when comparing against those who don’t yet use
                                                                               automated nurturing.




        DATA CLEANSING IS THE NEW BLACK
        We’re seeing automated data cleansing gaining momentum both
        in adoption by and reach within organizations. When we say data
        cleansing, we’re talking about the process of running database         Those not using automation for nurturing are seeing a rise in inquiries
        contacts through an automated program to look at data quality in       just higher than those using automation. This may be because
        terms of accuracy, cleaning up garbage, and filling in data gaps.       they send out a tremendous volume of emails to enormous lists. Or
        While companies have been doing this for a while, until recently       perhaps these organizations are capturing lots of event registrations.
        few have done so consistently as part of a structured program.
                                                                               The stark difference in effectiveness becomes apparent when you
        Why the surge in data cleansing? To effectively use persona-based      compare the growth in leads. Once prospects are in the funnel,
        communications, lead scoring and develop a strong list, you need       nurturing percolates those inquiries until they’re ready to be passed
        high-quality data. In fact, recent analyst reports cite poor data      on to sales. While those using nurturing are seeing a growth in leads,
        quality as the reason for lost revenue potential. Automation reduces   organizations not using nurturing are actually seeing a decline in
        the chance of data errors. Some organizations are even establishing    leads. This demonstrates how nurturing can help fix this leakage.
        internal data quality councils to create processes, map their data
        points and ensure data does not fall through the cracks.


                                                                                                                            © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011     7




                                  BEST PRACTICES FOR
                                  ADVANCED AUTOMATION                                                                           BEST PRACTICES FOR
                                                                                                                                EVENT NURTURING
                                  Leading companies use marketing automation to produce better results in a range of
                                  areas. Here are a few examples you can put into play within your own organization.            Rip a page out of the successful
                                                                                                                                playbooks! The following
                                      •    Integrate with third-party vendors. Top-performing companies are integrating
                                                                                                                                are best practices employed
                                           Eloqua with solutions such as event and survey software, for example. By doing
                                                                                                                                consistently by the companies
                                           so, they can fully integrate all touches between the time an event invitation is
                                                                                                                                who outperform their peers.
                                           sent until after the event.
                                                                                                                                Best-in-class companies:
                                      •    Scale event management capacity. Using automation, you can generate
                                           registrations by staying top of mind over an extended period of time; ensure
                                                                                                                                Keep up the frequency.
                                                                                                                                Send an average of four emails to
                                           registrants attend by sending reminders a couple of days prior to the event
                                                                                                                                drive registration for each event. Send
                                           date; and continue the conversation by following up after the event with a link
                                                                                                                                more than one reminder email, with at
                                           to the recording or to additional information.
                                                                                                                                least one sent within 24 hours of the
                                      •    Grab the low-hanging fruit. Once you have the attention of your customers,           event. Some even send the reminder
                                           apply automation to stay in front of an audience hungry for information from         within just a few hours of the event.
                                           their chosen vendor. For instance, once a deal has closed, feed the customer
                                                                                                                                Segment and personalize.
                                           into an automated program that exposes their organization to new services,           Personalize their emails nearly
                                           additional products, support information, and details on how to work with their      100% of the time. Beyond just first
                                           account manager. Like many other companies who do this well, you might just          name, Best-in-Class companies target
                                           see strong up-sell results and increased renewal rates.                              content based on geography, industry,
                                      •    Take your data seriously. If you work for a large enterprise, establish a data       job title, and other demographic
                                           quality council or data governance board to drive data quality standards and a       information.
                                           360-degree view of your customers. By assigning someone to be responsible            Offer registration options.
                                           for owning the definitions and language of all data objects across all your           Offer a link to registration
                                           systems (marketing automation, CRM, billing, etc.), you can ensure consistency       through multiple channels,
                                           throughout your organization.                                                        including the web, email, and
                                                                                                                                social media venues.
                                                                                                                                Conduct A/B tests.
                                                                                                                                More than half of Best-in-Class
                                                                                                                                companies regularly test their emails
Cloud Connectors for Event Automation                                                                                           before sending in bulk.
Take advantage of seamless integration into Adobe Connect [details],
WebEx [details], On24 [details], ReadyTalk and CVent to get the
biggest return from your online events.




                                                                                                                                                     © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011        8




                                                                                       TREND   DATA HYGIENE AND LEAD SCORING:
BEST PRACTICES FOR LEAD NURTURING
When it comes to lead nurturing, you can make great strides by
following in the footsteps of Best-in-Class companies.
                                                                                       03      THE ONE-TWO PUNCH IN LEAD
                                                                                               PRODUCTIVITY
Nurture throughout the buying cycle.
                                                                                               Like you, we’re curious about the connection between better
Enter prospects into the most fitting campaign based on their stage of the
                                                                                               data hygiene and more effective lead scoring. So we analyzed
buying cycle.
                                                                                               three groups of customers:
Focus on communication volume and frequency.
                                                                                                   •   Those not cleaning data nor using lead scoring
Best-in-Class companies send an average of four communications per program,
and typically space out their communications over a period of 10 days. B2C                         •   Those cleaning but not scoring
organizations only wait 3-8 days before sending the next communication. But they                   •   Those cleaning data and scoring leads
email more frequently at the beginning of a campaign, and then slow down the
pace. B2B companies, on the other hand, typically space out communications                     We then normalized the data to see what relative increase an
between one and two weeks throughout a campaign, rarely varying the frequency.                 organization might expect to see in monthly inquiries and lead
                                                                                               generation. And the differences are pretty dramatic.
BEST PRACTICES FOR LEAD SCORING
Don’t reinvent the wheel when it comes to lead scoring. Just follow
in the footsteps of Best-in-Class companies.
Score and rescore.
Score every time you interact with a prospect during demand-generation activities,
whether it’s a form submission, a list upload, or site visits by known visitors. And
take recency and frequency of actions into account in your scoring system.
Score on profile and behavior.
Score on a combination of profile criteria, such as annual revenue, industry, and
product interest, and behavioral criteria that indicates the prospect’s level of
engagement. Emphasize behavioral criteria over explicit criteria as you collect more
information over time.
Use scoring to unite marketing and sales.
Educate your sales team fully on the importance of scoring and how the score is
created so they prioritize the highest-ranking leads. Make sure marketing conducts
checkpoints and revisits scoring criteria with sales management on a routine basis.
And provide both marketing and sales teams with a consistent view into lead scores             Data cleansing can help create 7 times the number of inquiries and
via a dashboard.                                                                               4 times the number of leads. The combination of the two can help
                                                                                               identify up to 11 times more leads per month. This helps explain




                                                                                                                                         © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011       9




                   TREND            why 14% more companies are using automation for data cleansing.             BEST PRACTICES FOR DATA MANAGEMENT
                  03CONT.
                                    It also sheds light on why 29% more data cleansing transactions are
                                    being processed than when we first published this report.
                                    So why are companies that use data cleansing seeing better results?
                                                                                                                Follow these best practices from our Data Management
                                                                                                                Playbook and you’ll be well on the way to rising above
                                                                                                                the rest.
                                    Because clean data enables better segmentation, these organizations            •   Commit to data quality. At the core of the most successful
                                    get more inquiries because their messaging is more relevant. As                    data quality projects are a committed team and a specific
                                    a result, they are better able to generate a higher volume of high-                path to success. Consider all sources of data going into your
                                    quality, better-qualified leads.                                                    database and establish processes and audits for each source.
                                                                                                                   •   Perform a data audit. Set a minimum threshold for data
                                    THE CONNECTION BETWEEN CLEAN DATA                                                  quality and analyze your existing data to determine how far
                                    AND LEAD SCORING                                                                   off the mark you are.
                                    Lead scoring relies on clean data to be effective, so an automated
                                                                                                                   •   Standardize, cleanse, and enrich. To effectively standardize
                                    data-cleansing program is indispensable as a companion to lead
                                                                                                                       your data, you need to first adopt a universal dictionary and
                                    scoring. Most organizations are still relatively new to the process
                                                                                                                       consistent taxonomy. Cleanse data regularly to find and
                                    of scoring automation and are not yet gating their lead flow in
                                                                                                                       replace bad data, fill in missing data, or transform data for
                                    the scoring program. Once companies feel comfortable with their
                                                                                                                       systematic merges or large imports. Then enrich your data by
                                    lead-scoring parameters and are confident they’re not getting false
                                                                                                                       adding intelligence from other sources, such as SIC or NAICS
                                    positives or negatives, they can take advantage of the ability to gate
                                                                                                                       codes, annual revenues, number of employees, etc.
                                    the volume of leads using automation.
                                                                                                                   •   Eliminate manual processes. Identify where you can use
                                    We’re also hearing that top-performing organizations are using                     automation to reduce manual processes.
                                    automated data cleansing to fill in the gaps. For example, a company
                                                                                                                   •   Monitor and maintain. Every 3-6 months, review and fix high-
                                    that normalizes industries and titles might uncover new revenue
                                                                                                                       visibility information used for include or exclude decisions
                                    opportunities, such as realizing that a vast number of organizations
                                                                                                                       or for personalization efforts. Next, review and fix business-
                                    within a certain industry have expressed lots of interest in its product.
                                                                                                                       specific information, such as opportunity types and lead
                                    In a future report, we’ll take a look at how the use of advanced                   stages. If you find duplicate fields at the account and contact
                                    cleansing might lead to more complete profiles as companies expand                  levels, map them to ensure consistency and accuracy.
                                    their understanding of their database contacts.




Cloud Connectors for Data Cleansing
Use Eloqua’s cloud connectors to easily pinpoint bad data from web
forms, and access Jigsaw data directly from your marketing automation
programs in Eloqua to append existing contact records or fill in data gaps.




                                                                                                                                                          © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 10




                      TREND      NURTURING AND SEGMENTATION:                                            BEST PRACTICES FOR SEGMENTATION

                     04          BOOST EMAIL EFFECTIVENESS AND
                                 QUALIFIED LEADS
                                                                                                        Don’t start from scratch. Follow the lead of Best-in-Class
                                                                                                        companies who segment by:
                                                                                                            •   Timing. Creating timely, relevant messages always
                                 Some trends hold steady and this one is no surprise – the more                 trumps sending out generic communications. By tracking
                                 targeted and segmented your campaigns, the more responses you’ll               industry and business topics that matter to prospects and
                                 see. We saw this same trend in last year’s report.                             customers, you can better connect with your audience.
                                                                                                            •   Source. Figure out how prospects found your company.
                                 Specifically, segmented (smaller) batches perform better than larger            For example, did they find you through a social community
                                 (presumably non-segmented) batches. It makes perfect sense that                or by searching about a certain topic? Segment based on
                                 companies that highly segment their communications will see better             this insight.
                                 open, click-through, and effective rates, and will generate more
                                 leads/inquiries.                                                           •   Buying stage. The more you can segment based on
                                                                                                                milestones in the buying cycle, the better your targeting
                                 The open and click-through rates we uncovered are in line with                 and the higher the response rates. This practice is essential
                                 industry averages. But note that larger campaigns see a precipitous            to creating a nurture stream that helps convert prospects
                                 drop in open rates and a surge in click-to-open rates. Because the             to qualified leads and ensures you don’t send the wrong
                                 open rate is so low, it takes fewer clicks to achieve a high click-            communication that could adversely impact the
                                 to-open rate. But this isn’t necessarily a good thing. These results           buying process.
                                 usually occur when you blast your database instead of segmenting
                                 for relevance. Even some segmentation versus no segmentation
                                 can lead to a drastic improvement, as you can see for companies
                                 sending to fewer than 100,000 contacts.



Regional Differences in
Email Effectiveness
While North American and
European contacts have been
exposed to email marketing
for years, it is not as old of
a practice in Asia Pacific.
Higher email effectiveness
measures in Asia Pacific may
indicate that list fatigue is
not yet an issue there.




                                                                                                                                                    © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 11




EMAIL METRICS




                                                    © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 12




                     TREND        MARKETING AUTOMATION JUSTIFIES                                       BEST PRACTICES FOR GETTING THE MOST FROM

                    05            MORE MARKETING HIRES
                                  Marketing automation allows companies to justify more headcount.
                                                                                                       MARKETING AUTOMATION
                                                                                                       Be sure to tap into the power of automation to elevate your
                                                                                                       results. Here are a few tips to start you on your way.
                                  That’s because organizations that automate are able to produce
                                                                                                          •   Focus on profitable yet highly manual programs. Identify
                                  more results per marketing employee. No surprise here – by
                                                                                                              what you can automate (for example, customer retention
                                  offloading marketing staff of manual tasks associated with lead
                                                                                                              and loyalty programs) so you can focus on more strategic
                                  generation, scoring, nurturing, event management, and other tasks,
                                                                                                              tasks, such as segmentation and developing content.
                                  each person can be more productive and more effective. After
                                  all, with automation, marketing can manage a broader universe           •   Personalize while you automate. Use automation to identify
                                  of programs and generate a higher number of inquiries. Equally              and communicate based on explicit or implicit information
                                  important, they can use marketing automation to better quantify             about your prospects, making the experience very personal
                                  their results.                                                              and relevant.
                                                                                                          •   Plan strategically. With visibility into what is and isn’t
                                                                                                              working, you can plan more strategically to improve results.
                                                                                                              As one Eloqua customer said: “We have really created
                                                                                                              a community around Eloqua. We do more collective
                                                                                                              brainstorming now and have come together around the
                                                                                                              platform to discuss how we can improve.”
                                                                                                          •   Benchmark. Benchmark your performance across campaign
                                                                                                              volume, campaign automation, and performance-to-
                                                                                                              goals (conversions, inquiries, or leads generated). By
                                                                                                              understanding how efficiently you’re handling these, you’ll
                                                                                                              be able to take your performance to higher levels.




Boosting Results with Less Effort
Find out how Metagenics used automation to streamline its new-account process, run a
campaign that increased conversions, and solidify customer relationships for higher revenues.

Learn how NetApp used automation and best practices to send out 67% more email campaigns
per month and increase MQL volume by 191%.




                                                                                                                                                 © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 13




                    TREND       MARKET REACH IS GROWING                                               BEST PRACTICES FOR SOCIAL ENGAGEMENT

                   06           THROUGH SOCIAL CHANNELS – BUT
                                IT’S STILL EARLY
                                                                                                      Here are some tried-and-true ways to engage with prospects
                                                                                                      via social channels. Of note: the biggest difference between
                                                                                                      top and bottom performers is that the Best-in-Class
                                                                                                      measure and monitor engagement in context with all other
                                We analyzed traffic our customers are seeing from three top social     channels. As a result, they know how to optimize within the
                                networks and found that the impact on market reach is growing.        broader marketing mix.
                                Interestingly, Facebook is the largest contributor for both B2B and
                                B2C. And, while the traffic from social networks is still a small         •   Track lead sources. Include social channels when tracking
                                portion of the overall total, it appears to be a promising channel.          lead sources through query strings, etc.
                                                                                                         •   Generate leads. Treat social channels like any other used
                                                                                                             for lead generation by delivering relevant content offers,
                                                                                                             driving audiences to landing pages or a short registration
                                                                                                             form, and adding these leads to the appropriate nurture
                                                                                                             stream based on the source and offer.
                                                                                                         •   Offer freemium content. Offer free, teaser content on
                                                                                                             Facebook, Slideshare and other social sites to drive
                                                                                                             prospects to your corporate site.
                                                                                                         •   Integrate email. Identify who is being proactive in social
                                                                                                             communities and reward them. By doing so, you incent
                                                                                                             these prospective buyers to sign up to receive email
                                                                                                             communications.




Increase Response Rates with Social Media
Learn how Webtrends integrates Facebook with Eloqua to convert
unknown fans into known prospects.




                                                                                                                                                 © 2011 ELOQUA CORPORATION
BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 14




CONCLUSION: TAKE CHARGE OF YOUR FUTURE
The results are in and it’s clear what’s needed to get ahead – leading B2B and
B2C companies of all sizes across industries are tapping into the power of
marketing automation to drive tremendous benefits and fuel their growth.
While every organization needs to tailor its approach to lead scoring, generation, and
nurturing, smart companies follow the lead of those who are succeeding by:

    •   Applying automation across more areas of the business, such as for data cleansing
    •   Automating data cleansing as an indispensable companion to other activities like lead scoring
    •   Segmenting to send smaller, more targeted campaigns that yield better results
    •   Using automation to produce more results per marketing employee – and making it
        an easier sell to bring on additional ones
    •   Tapping into social channels to extend their reach
    •   Adopting revenue performance management to drive top-line growth

Here’s how your company can quickly get on the path to marketing greatness:

    •   Access Eloqua’s Revenue Lifecycle assessment and benchmarking tool to see your
        organization’s current state and demand generation maturity, prioritize key challenges, and
        snapshot your own performance benchmark.
                                                                                                         ABOUT ELOQUA
                                                                                                         Eloqua helps clients dramatically accelerate revenue growth
    •   Attend Eloqua University’s education courses and free PowerHours to learn how Best-In-Class      through Revenue Performance Management. Eloqua provides
        organizations put best practices into play.                                                      powerful business insight to inform marketing and sales
    •   Network and learn from your peers in the Topliners community.                                    decisions today that drive revenue growth tomorrow. The
                                                                                                         company’s mission is to make its customers the fastest growing
    •   Contact your Eloqua Customer Success Manager to develop maturity in key areas and identify
                                                                                                         companies on Earth. Thousands of sales and marketing
        critical milestones to optimizing revenue growth.
                                                                                                         professionals rely on the marketing automation power of
                                                                                                         Eloqua to improve demand generation and lead management
                                                                                                         while driving more qualified leads. Eloqua’s customers include
                                                                                                         Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National
                                                                                                         Instruments. The company is headquartered in Vienna, Virginia,
                                                                                                         with offices in Toronto, London, Singapore and throughout
                                                                                                         North America. For more information, visit www.eloqua.com,
 1921 Gallows Road 500
                                                                                                         subscribe to the It’s All About Revenue blog, call 866-327-
 Vienna, VA 22181-3900
                                                                                                         8764, or email demand@eloqua.com.
 Toll Free 866.327.8764
 www.eloqua.com


                                                                                                                                                © 2011 ELOQUA CORPORATION

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Eloqua Benchmark Report

  • 1. DARE TO COMPARE – ARE YOU KEEPING UP? Marketing Automation Trends, Benchmarks, and Best Practices THE POWER TO SUCCEED
  • 2. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 2 MARKETING AUTOMATION TRENDS, BENCHMARKS, AND BEST PRACTICES Why Publish This Report? Last year we published our fi rst report on marketing automation trends, benchmarks, and best practices based on analysis of data produced by more than 700 Eloqua B2B and B2C customers during the first half of 2010. Our second installment of this bi-annual report reflects our findings of all of 2010, and, because of our growth, analyzes data produced by more than 900 customers. As you well know, benchmarking is an ongoing process – and trends and best practices can shift over time. While some key findings remain the same, we saw some interesting developments when it comes to the uses and impact of automation. Inside, we present the key trends we uncovered and dive into the whys CONTENTS behind them. Plus, we give you a unique view into how Best-in-Class 2 Introduction to Marketing Automation Trends, Benchmarks, companies – that is, those who perform in the top 20% compared to their and Best Practices peers – are taking sales and marketing to the next level. But that’s not all. 4 TREND #1: RPM Adopters Showing Early – and Impressive – Results We also share a full set of marketing effectiveness metrics – open rate, 7 TREND #2: Advanced Automation Use: Rising and Expanding click-through rate, and more – complemented by how-to tips gleaned 8 Best Practices for Advanced Automation from Best-In-Class company practices. 9 TREND #3: Data Hygiene and Lead Scoring: The One-Two Punch in Lead Productivity 10 TREND #4: Nurturing and Segmentation: Boost Email Effectiveness and Qualified Leads 11 Email Metrics Chart 12 TREND #5: Marketing Automation Justifies More Marketing Hires 13 TREND #6: Market Reach is Growing through Social Channels – But It’s Still Early 14 Conclusion: Take Charge of Your Future © 2011 ELOQUA CORPORATION
  • 3. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 3 SO WHAT DID WE LEARN THROUGH OUR ANALYSIS? RESEARCH GOALS AND METHODOLOGY Key findings of the research include: The purpose of this study is to help marketers understand how their performance compares against other marketers that have adopted 1. Companies adopting revenue performance management marketing automation capabilities as well as provide insight into strategies are reaping the rewards. major trends and best practices across B2B and B2C companies. 2. Use of marketing automation is not only on the rise, it’s We tapped into the wealth of data that we have at our fingertips as making its way into more and more areas of companies. a leading provider of marketing automation. By combing through 3. Data cleansing is playing a larger role in top-performing aggregate data associated with the sales and marketing campaigns companies – and is improving lead-scoring efforts. generated by more than 900 Eloqua clients, we were able to identify what sets top performers apart from the rest of the pack. We then 4. Nurturing and segmentation spurs greater email conducted additional research on a subset of the Best-in-Class effectiveness and a greater number of qualified leads. companies to gather best practices. 5. Companies that automate boost productivity – and are more easily able to justify additional marketing hires. The primary analysis for this study was done in February 2011 by Eloqua’s Customer Strategy & Success organization. We reviewed 6. Increasingly, social channels are contributing to growing over 20,000 months of data and included 3.8 billion emails. We only market reach. included companies that had sent at least 1,000 emails per month, A NOTE OF CAUTION Industry benchmarks are just one way to judge a company’s and only analyzed the data by industry when we had data for at least success. Be sure you benchmark your own performance against 20 companies in that industry your organization’s past performance. That way, you can account for the nuances in your individual market and truly DEMOGRAPHICS track your continuous improvement – and success. In this report, we classify SMBs as those with less than $150 million in annual revenue; corporate as those generating $150 million to $2 Many of the best practices we highlight in this report are reflected billion per year; and enterprise as those with over $2 billion in annual in Eloqua’s Revenue Lifecycle™ methodology, which outlines the revenue. Best-in-Class companies ranked in the top 20% of clients business processes, operational resources, and technology needed to analyzed; average performers were the 50% who fell in the middle; effectively predict and manage demand creation. Because best-in- and the laggards represent the bottom 30%. class companies tend to invest in the four key disciplines of demand generation – lead management, contact management, campaign management, and effectiveness measurement – they are able to establish a high-performance demand-generation function. By following their lead, your organization can do the same! © 2011 ELOQUA CORPORATION
  • 4. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 4 TRENDS, BENCHMARKS, AND BEST What is RPM? Revenue performance management (RPM) PRACTICES IN MARKETING AUTOMATION is a systematic approach to identifying the drivers and impediments to revenue, Overall, we see that automation is here to stay and becoming a key member of rigorously measuring them, and then the sales and marketing organizations. With automation, organizations can scale pulling the economic levers that will optimize top-line growth. right-time, right-message communications to their buyers, drive better-qualified leads for sales, and accurately manage and scale revenue growth. TREND RPM ADOPTERS SHOWING EARLY – 01 AND IMPRESSIVE – RESULTS In our research, the pattern we see amongst the fastest growing companies is that they understand how sales and marketing drive revenue. They know, often with great precision, how small changes in sales and marketing activities influence revenue outcomes. To manage revenue growth consistently quarter over quarter, these companies have developed disciplines in sales and marketing that: • Transcend the traditional silos of sales and marketing teams; • Profile customer information and behavior accurately; • Guide the customer through the stages of their buying process with messages delivered at the right time and delivered through the right channel; and • Can be measured and managed at every stage. HOW DID WE ARRIVE AT THESE NUMBERS? We call this business strategy Revenue Performance Management We compared the annual revenue growth of Eloqua customers who are (RPM) and we believe that this idea will transform the front office publicly traded and applying RPM and those who are publicly traded of businesses of all sizes. And, the fastest growing companies and not applying RPM to the annual revenue growth of S&P 500 are already applying it with great effect. We already found a companies in 2010. In 2009, before RPM was introduced, both sets strong correlation between using Eloqua marketing automation of Eloqua customers performed similarly. But once Eloqua customers and boosting revenue performance (in other words, year-over-year started applying RPM in 2010, they saw a dramatic spike in their growth). However, those who are at the vanguard of Revenue revenues. They even grew faster than the companies in the S&P 500 Performance Management really stood out as the market – by a wide margin! recovered in the last year. © 2011 ELOQUA CORPORATION
  • 5. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 5 TREND BEST PRACTICES FOR ADOPTING RPM BEST PRACTICES FOR MEASURING 01 CONT. Clearly there’s good reason to apply RPM in any organization. These best practices will help you build a solid foundation for RPM success. REVENUE PERFORMANCE • Understand the value of your pipeline. To gain a true understanding of what’s in your pipeline – including the • Adopt a top-down culture that drives bottom-up results. stages that are not yet forecasted – you need a combined The fastest growing companies understand how sales and view of what’s happening in sales and marketing. By applying marketing drive revenue. Instilling this mind-set requires a dollar amount to stages in the marketing process, you executive buy-in on the importance associated with can understand your true revenue potential and determine marketing results and metrics. With this support, marketing whether or not you’re on track to meet your goals. and sales teams are empowered to use these metrics to set goals and achieve results. • Manage your funnel. Ultimately you want to accelerate pipeline activities and maximize conversions. Doing that • Deploy cross-functional teams focused on process means you need to assess the value in your funnel and improvement. Top performers align marketing operations understand which levers you can pull to increase time or and sales operations to ensure that the right metrics are throughput to revenue. For example, you could decide to being reported, results are being evaluated, and changes adjust spend on the marketing side or reallocate resources on are being pinpointed to drive improvements. the sales side to focus on the most effective campaigns and • Gain one view of the truth. The most salient element in to increase conversions. any RPM strategy is the integrated sales and marketing • Understand the economics of your funnel. You need a strong funnel where sales and marketing have agreed upon the handle on your cost per lead, opportunity, and closed deal – set of stages, definitions of qualification for each stage, and which initiatives produce the greatest revenue impact. and the business rules that support the proper roles With this knowledge, you can better negotiate with the third and responsibilities at each stages. With this in place, parties that help you generate leads, such as those setting organizations can establish a single view of the drivers of appointments for your sales reps. Plus, you can double revenue growth. down on the right campaigns and cut those that don’t drive business. For example, if you foresee a potential revenue shortfall two quarters out, you may decide to shift dollars towards ‘quick-win’ campaigns that tend to result in smaller average deal sizes but faster buying cycles. © 2011 ELOQUA CORPORATION
  • 6. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 6 TREND ADVANCED AUTOMATION USE: EVENT AUTOMATION GOES THROUGH THE ROOF 02 RISING AND EXPANDING We know that it can be overwhelming to apply automation As you can see in the chart, organizations are increasing their use of event automation more than any other marketing activity. Despite the clear benefits of automating events, many companies are still simultaneously across all of your marketing activities. Fortunately, managing their events manually. Perhaps after reading this report, you can take advantage of lots of simple automation with Eloqua. they will be more inclined to do so! In future studies, we’ll analyze But the more you tap into advanced capabilities, the greater the the ratio of event invites to registration and registration rewards. In fact, even a little bit of automation will be well worth to attendance. your while. Just as in last year’s report, we’re seeing automation being used for nurturing, scoring and events – and still growing. NURTURING YIELDS BIG RESULTS As one of the first activities automated by many organizations, nurturing continues its modest upward climb, and those taking advantage of automated nurturing are seeing significant benefits. This is especially evident when comparing against those who don’t yet use automated nurturing. DATA CLEANSING IS THE NEW BLACK We’re seeing automated data cleansing gaining momentum both in adoption by and reach within organizations. When we say data cleansing, we’re talking about the process of running database Those not using automation for nurturing are seeing a rise in inquiries contacts through an automated program to look at data quality in just higher than those using automation. This may be because terms of accuracy, cleaning up garbage, and filling in data gaps. they send out a tremendous volume of emails to enormous lists. Or While companies have been doing this for a while, until recently perhaps these organizations are capturing lots of event registrations. few have done so consistently as part of a structured program. The stark difference in effectiveness becomes apparent when you Why the surge in data cleansing? To effectively use persona-based compare the growth in leads. Once prospects are in the funnel, communications, lead scoring and develop a strong list, you need nurturing percolates those inquiries until they’re ready to be passed high-quality data. In fact, recent analyst reports cite poor data on to sales. While those using nurturing are seeing a growth in leads, quality as the reason for lost revenue potential. Automation reduces organizations not using nurturing are actually seeing a decline in the chance of data errors. Some organizations are even establishing leads. This demonstrates how nurturing can help fix this leakage. internal data quality councils to create processes, map their data points and ensure data does not fall through the cracks. © 2011 ELOQUA CORPORATION
  • 7. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 7 BEST PRACTICES FOR ADVANCED AUTOMATION BEST PRACTICES FOR EVENT NURTURING Leading companies use marketing automation to produce better results in a range of areas. Here are a few examples you can put into play within your own organization. Rip a page out of the successful playbooks! The following • Integrate with third-party vendors. Top-performing companies are integrating are best practices employed Eloqua with solutions such as event and survey software, for example. By doing consistently by the companies so, they can fully integrate all touches between the time an event invitation is who outperform their peers. sent until after the event. Best-in-class companies: • Scale event management capacity. Using automation, you can generate registrations by staying top of mind over an extended period of time; ensure Keep up the frequency. Send an average of four emails to registrants attend by sending reminders a couple of days prior to the event drive registration for each event. Send date; and continue the conversation by following up after the event with a link more than one reminder email, with at to the recording or to additional information. least one sent within 24 hours of the • Grab the low-hanging fruit. Once you have the attention of your customers, event. Some even send the reminder apply automation to stay in front of an audience hungry for information from within just a few hours of the event. their chosen vendor. For instance, once a deal has closed, feed the customer Segment and personalize. into an automated program that exposes their organization to new services, Personalize their emails nearly additional products, support information, and details on how to work with their 100% of the time. Beyond just first account manager. Like many other companies who do this well, you might just name, Best-in-Class companies target see strong up-sell results and increased renewal rates. content based on geography, industry, • Take your data seriously. If you work for a large enterprise, establish a data job title, and other demographic quality council or data governance board to drive data quality standards and a information. 360-degree view of your customers. By assigning someone to be responsible Offer registration options. for owning the definitions and language of all data objects across all your Offer a link to registration systems (marketing automation, CRM, billing, etc.), you can ensure consistency through multiple channels, throughout your organization. including the web, email, and social media venues. Conduct A/B tests. More than half of Best-in-Class companies regularly test their emails Cloud Connectors for Event Automation before sending in bulk. Take advantage of seamless integration into Adobe Connect [details], WebEx [details], On24 [details], ReadyTalk and CVent to get the biggest return from your online events. © 2011 ELOQUA CORPORATION
  • 8. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 8 TREND DATA HYGIENE AND LEAD SCORING: BEST PRACTICES FOR LEAD NURTURING When it comes to lead nurturing, you can make great strides by following in the footsteps of Best-in-Class companies. 03 THE ONE-TWO PUNCH IN LEAD PRODUCTIVITY Nurture throughout the buying cycle. Like you, we’re curious about the connection between better Enter prospects into the most fitting campaign based on their stage of the data hygiene and more effective lead scoring. So we analyzed buying cycle. three groups of customers: Focus on communication volume and frequency. • Those not cleaning data nor using lead scoring Best-in-Class companies send an average of four communications per program, and typically space out their communications over a period of 10 days. B2C • Those cleaning but not scoring organizations only wait 3-8 days before sending the next communication. But they • Those cleaning data and scoring leads email more frequently at the beginning of a campaign, and then slow down the pace. B2B companies, on the other hand, typically space out communications We then normalized the data to see what relative increase an between one and two weeks throughout a campaign, rarely varying the frequency. organization might expect to see in monthly inquiries and lead generation. And the differences are pretty dramatic. BEST PRACTICES FOR LEAD SCORING Don’t reinvent the wheel when it comes to lead scoring. Just follow in the footsteps of Best-in-Class companies. Score and rescore. Score every time you interact with a prospect during demand-generation activities, whether it’s a form submission, a list upload, or site visits by known visitors. And take recency and frequency of actions into account in your scoring system. Score on profile and behavior. Score on a combination of profile criteria, such as annual revenue, industry, and product interest, and behavioral criteria that indicates the prospect’s level of engagement. Emphasize behavioral criteria over explicit criteria as you collect more information over time. Use scoring to unite marketing and sales. Educate your sales team fully on the importance of scoring and how the score is created so they prioritize the highest-ranking leads. Make sure marketing conducts checkpoints and revisits scoring criteria with sales management on a routine basis. And provide both marketing and sales teams with a consistent view into lead scores Data cleansing can help create 7 times the number of inquiries and via a dashboard. 4 times the number of leads. The combination of the two can help identify up to 11 times more leads per month. This helps explain © 2011 ELOQUA CORPORATION
  • 9. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 9 TREND why 14% more companies are using automation for data cleansing. BEST PRACTICES FOR DATA MANAGEMENT 03CONT. It also sheds light on why 29% more data cleansing transactions are being processed than when we first published this report. So why are companies that use data cleansing seeing better results? Follow these best practices from our Data Management Playbook and you’ll be well on the way to rising above the rest. Because clean data enables better segmentation, these organizations • Commit to data quality. At the core of the most successful get more inquiries because their messaging is more relevant. As data quality projects are a committed team and a specific a result, they are better able to generate a higher volume of high- path to success. Consider all sources of data going into your quality, better-qualified leads. database and establish processes and audits for each source. • Perform a data audit. Set a minimum threshold for data THE CONNECTION BETWEEN CLEAN DATA quality and analyze your existing data to determine how far AND LEAD SCORING off the mark you are. Lead scoring relies on clean data to be effective, so an automated • Standardize, cleanse, and enrich. To effectively standardize data-cleansing program is indispensable as a companion to lead your data, you need to first adopt a universal dictionary and scoring. Most organizations are still relatively new to the process consistent taxonomy. Cleanse data regularly to find and of scoring automation and are not yet gating their lead flow in replace bad data, fill in missing data, or transform data for the scoring program. Once companies feel comfortable with their systematic merges or large imports. Then enrich your data by lead-scoring parameters and are confident they’re not getting false adding intelligence from other sources, such as SIC or NAICS positives or negatives, they can take advantage of the ability to gate codes, annual revenues, number of employees, etc. the volume of leads using automation. • Eliminate manual processes. Identify where you can use We’re also hearing that top-performing organizations are using automation to reduce manual processes. automated data cleansing to fill in the gaps. For example, a company • Monitor and maintain. Every 3-6 months, review and fix high- that normalizes industries and titles might uncover new revenue visibility information used for include or exclude decisions opportunities, such as realizing that a vast number of organizations or for personalization efforts. Next, review and fix business- within a certain industry have expressed lots of interest in its product. specific information, such as opportunity types and lead In a future report, we’ll take a look at how the use of advanced stages. If you find duplicate fields at the account and contact cleansing might lead to more complete profiles as companies expand levels, map them to ensure consistency and accuracy. their understanding of their database contacts. Cloud Connectors for Data Cleansing Use Eloqua’s cloud connectors to easily pinpoint bad data from web forms, and access Jigsaw data directly from your marketing automation programs in Eloqua to append existing contact records or fill in data gaps. © 2011 ELOQUA CORPORATION
  • 10. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 10 TREND NURTURING AND SEGMENTATION: BEST PRACTICES FOR SEGMENTATION 04 BOOST EMAIL EFFECTIVENESS AND QUALIFIED LEADS Don’t start from scratch. Follow the lead of Best-in-Class companies who segment by: • Timing. Creating timely, relevant messages always Some trends hold steady and this one is no surprise – the more trumps sending out generic communications. By tracking targeted and segmented your campaigns, the more responses you’ll industry and business topics that matter to prospects and see. We saw this same trend in last year’s report. customers, you can better connect with your audience. • Source. Figure out how prospects found your company. Specifically, segmented (smaller) batches perform better than larger For example, did they find you through a social community (presumably non-segmented) batches. It makes perfect sense that or by searching about a certain topic? Segment based on companies that highly segment their communications will see better this insight. open, click-through, and effective rates, and will generate more leads/inquiries. • Buying stage. The more you can segment based on milestones in the buying cycle, the better your targeting The open and click-through rates we uncovered are in line with and the higher the response rates. This practice is essential industry averages. But note that larger campaigns see a precipitous to creating a nurture stream that helps convert prospects drop in open rates and a surge in click-to-open rates. Because the to qualified leads and ensures you don’t send the wrong open rate is so low, it takes fewer clicks to achieve a high click- communication that could adversely impact the to-open rate. But this isn’t necessarily a good thing. These results buying process. usually occur when you blast your database instead of segmenting for relevance. Even some segmentation versus no segmentation can lead to a drastic improvement, as you can see for companies sending to fewer than 100,000 contacts. Regional Differences in Email Effectiveness While North American and European contacts have been exposed to email marketing for years, it is not as old of a practice in Asia Pacific. Higher email effectiveness measures in Asia Pacific may indicate that list fatigue is not yet an issue there. © 2011 ELOQUA CORPORATION
  • 11. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 11 EMAIL METRICS © 2011 ELOQUA CORPORATION
  • 12. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 12 TREND MARKETING AUTOMATION JUSTIFIES BEST PRACTICES FOR GETTING THE MOST FROM 05 MORE MARKETING HIRES Marketing automation allows companies to justify more headcount. MARKETING AUTOMATION Be sure to tap into the power of automation to elevate your results. Here are a few tips to start you on your way. That’s because organizations that automate are able to produce • Focus on profitable yet highly manual programs. Identify more results per marketing employee. No surprise here – by what you can automate (for example, customer retention offloading marketing staff of manual tasks associated with lead and loyalty programs) so you can focus on more strategic generation, scoring, nurturing, event management, and other tasks, tasks, such as segmentation and developing content. each person can be more productive and more effective. After all, with automation, marketing can manage a broader universe • Personalize while you automate. Use automation to identify of programs and generate a higher number of inquiries. Equally and communicate based on explicit or implicit information important, they can use marketing automation to better quantify about your prospects, making the experience very personal their results. and relevant. • Plan strategically. With visibility into what is and isn’t working, you can plan more strategically to improve results. As one Eloqua customer said: “We have really created a community around Eloqua. We do more collective brainstorming now and have come together around the platform to discuss how we can improve.” • Benchmark. Benchmark your performance across campaign volume, campaign automation, and performance-to- goals (conversions, inquiries, or leads generated). By understanding how efficiently you’re handling these, you’ll be able to take your performance to higher levels. Boosting Results with Less Effort Find out how Metagenics used automation to streamline its new-account process, run a campaign that increased conversions, and solidify customer relationships for higher revenues. Learn how NetApp used automation and best practices to send out 67% more email campaigns per month and increase MQL volume by 191%. © 2011 ELOQUA CORPORATION
  • 13. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 13 TREND MARKET REACH IS GROWING BEST PRACTICES FOR SOCIAL ENGAGEMENT 06 THROUGH SOCIAL CHANNELS – BUT IT’S STILL EARLY Here are some tried-and-true ways to engage with prospects via social channels. Of note: the biggest difference between top and bottom performers is that the Best-in-Class measure and monitor engagement in context with all other We analyzed traffic our customers are seeing from three top social channels. As a result, they know how to optimize within the networks and found that the impact on market reach is growing. broader marketing mix. Interestingly, Facebook is the largest contributor for both B2B and B2C. And, while the traffic from social networks is still a small • Track lead sources. Include social channels when tracking portion of the overall total, it appears to be a promising channel. lead sources through query strings, etc. • Generate leads. Treat social channels like any other used for lead generation by delivering relevant content offers, driving audiences to landing pages or a short registration form, and adding these leads to the appropriate nurture stream based on the source and offer. • Offer freemium content. Offer free, teaser content on Facebook, Slideshare and other social sites to drive prospects to your corporate site. • Integrate email. Identify who is being proactive in social communities and reward them. By doing so, you incent these prospective buyers to sign up to receive email communications. Increase Response Rates with Social Media Learn how Webtrends integrates Facebook with Eloqua to convert unknown fans into known prospects. © 2011 ELOQUA CORPORATION
  • 14. BENCHMARK REPORT > ELOQUA MARKETING METRICS OUTLOOK 2011 14 CONCLUSION: TAKE CHARGE OF YOUR FUTURE The results are in and it’s clear what’s needed to get ahead – leading B2B and B2C companies of all sizes across industries are tapping into the power of marketing automation to drive tremendous benefits and fuel their growth. While every organization needs to tailor its approach to lead scoring, generation, and nurturing, smart companies follow the lead of those who are succeeding by: • Applying automation across more areas of the business, such as for data cleansing • Automating data cleansing as an indispensable companion to other activities like lead scoring • Segmenting to send smaller, more targeted campaigns that yield better results • Using automation to produce more results per marketing employee – and making it an easier sell to bring on additional ones • Tapping into social channels to extend their reach • Adopting revenue performance management to drive top-line growth Here’s how your company can quickly get on the path to marketing greatness: • Access Eloqua’s Revenue Lifecycle assessment and benchmarking tool to see your organization’s current state and demand generation maturity, prioritize key challenges, and snapshot your own performance benchmark. ABOUT ELOQUA Eloqua helps clients dramatically accelerate revenue growth • Attend Eloqua University’s education courses and free PowerHours to learn how Best-In-Class through Revenue Performance Management. Eloqua provides organizations put best practices into play. powerful business insight to inform marketing and sales • Network and learn from your peers in the Topliners community. decisions today that drive revenue growth tomorrow. The company’s mission is to make its customers the fastest growing • Contact your Eloqua Customer Success Manager to develop maturity in key areas and identify companies on Earth. Thousands of sales and marketing critical milestones to optimizing revenue growth. professionals rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America. For more information, visit www.eloqua.com, 1921 Gallows Road 500 subscribe to the It’s All About Revenue blog, call 866-327- Vienna, VA 22181-3900 8764, or email demand@eloqua.com. Toll Free 866.327.8764 www.eloqua.com © 2011 ELOQUA CORPORATION