Marketing automation has made it possible for a small sales staff to contact and monitor 1,000 of customers with just a few key strokes, but such ease of use has its downside. Just because you can send out mass mailings, doesn’t mean you should. 1,000 randomly targeted emails might bring in a couple of dollars, but Eloqua, a provider of marketing automation solutions says that proper lead scoring and nurturing are more likely to pay off in the long run.
As part of their Eloqua Experience user conference, Eloqua collected data from more than 700 B2B and B2C companies to come up with their new report: How Do You Stack Up? Marketing Automation Trends, Benchmarks, & Best Practices.
The report not only offers up statistical data, but they also include practical information on what the segment leaders are doing in regard to email marketing and the tactics that are keeping the laggards running in last place.
· Marketers are Leveraging Lead Scoring: Marketers are regularly using lead scoring to qualify the quality of leads and are sending high-quality leads to sales for follow-up while entering lower quality leads into a nurturing program.
This is critical when it comes to best use of your manpower. They recommend that clients be rescored on every contact and that there is a system in place to bump the highest scoring clients directly to a sales agent for immediate follow-up.
· Automated Nurturing Pays Off: Companies of all sizes benefit by adopting lead nurturing to move prospects down the purchase path. Marketers who implement nurturing programs provide sales with a significantly higher number of qualified leads.
Their stats showed them that most companies sent an average of four emails per program. B2C companies waited 3 to 8 days before emailing but sent emails more frequently at the start of the program. B2B emails were spaced out over several weeks. The trick to nurturing, says Eloqua is to send emails that match the stage of a customer’s buying process. I can tell you from experience that sending me the same, “did you want to complete your registration” email every couple of days is not the way to go. Instead of “yes,” I hit unsubscribe and that company lost me as a potential customer.
· Email Marketing is Growing: Eloqua found that B2B email marketing is in fact growing, contrary to many predictions and that there is healthy growth because marketing automation allows companies to easily execute email marketing campaigns.
This section of the report is the part everyone can jump in and use right now. It’s probably all information you’ve heard before but it bears repeating. Shorter emails are better, segment and manage your bouncebacks and most importantly, strengthen your call to action. Eloqua provides best and worst examples for subject lines, formatting and other email tips.
As we’ve discussed here before, reports like these highlight the good side of the company that produced them, but in this case it doesn’t make the information any less relevant. You’ll find some stats and graphs in this report, but mostly it’s filled with concrete information you can use to tune up your lead generation and email marketing program.
You can download the pdf free of charge by clicking here.