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SilverpopFrom First Click to Lifetime Customer
STUDY
How Do
You Score?
Silverpop benchmark study
of lead-management practices
Engagement Marketing Solutions Engagement Marketing Solutions SSUTRUVDEYY
HOW DO YOU SCORE?Silverpop benchmark study of lead-management practices
hat happens to the leads your marketing department generates from initiatives Engagement Masrkuecthin ga Sso wluhtiiotnes-paper downloads, referrals and trade-show business-card drops? W According to research firm MarketingSherpa, 12.5 percent are genuine leads, ready or willing to buy and get moved into the sales cycle, while 17.5 percent get discarded right away because they clearly didn't qualify or couldn't be verified.
The other 70 percent remain in limbo; as prospects, they may not qualify immediately for a follow-up sales call, but there's nothing that would send them to the discard pile, either. They are, however, a great opportunity for the marketing team to deploy an automated lead-nurturing program, which uses timed or triggered messages to engage prospects and help move each one to a sales-ready state.
Study ObjectivesSilverpop researchers sought to:
. Uncover lead-management trends from across Silverpop 's Engage B2B clients. Provide insight to marketers about the use of single-message vs. drip campaigns, lead nurturing and marketing automation. Furnish benchmark data-so B2B marketers can see how they compare to others
To measure the impact lead-nurturing programs have on the sales process, Silverpop analyzed six months of data from 250 B2B clients using its Engage B2B. Industries represented in the study included technology, publishing, financial services and professional services.
Key Questions for the StudyWhen planning the study, we identified several questions we hoped to answer or gain further insight into, including:
. What is the average database size and lead growth rate?. What are the overall response rates to emails sent as part of a lead-nurturing program?. Is there a significant difference between drip campaigns and single-message campaigns? . How many touches does it take, on average, to score a "win"?. What can we learn from the opt-in/lead-qualifying forms?. What is the average number of fields used in a form?. Does the number of fields, number of required fields or average time to complete the form have an impact on completion rates?
www.silverpop.com/b2b 1-866-SILVPOP (745-8767) © 2009 Copyright Silverpop. All rights reserved. 2 Engagement Marketing Solutions SSUTRUVDEYY
Survey FindingsDatabase Size and GrowthDATABASE SIZE AND GROWTH Q1 Q2Under 10K- Under 10K-Total 50K+ Total 50K+10K 49,999 10K 49,999Average DB Size 46,810 2,813 20,996 128,807 56,116 3,635 26,283 155,528Engagement Marketing SolutionsAverage Growth 10,446 1,007 5,620 27,303 9,201 958 4,736 24,593Average Growth Rate 38.0% 49.5% 32.2% 29.4% 32.8% 42.2% 30.9% 26.9%
Analysis: The typical B2B database is growing at a monthly rate equivalent to about 5 percent to 10 percent.
Other statistics:. Average database size: +/- 50,000 range. Median database size: Quarter 1, 2008 = 16,700; Quarter 2, 2008 = 21,000. Quarterly growth range: 1 - 160 percent. Median overall growth rate: Quarter 1, 2008 = 21 percent; Quarter 2, 2008 = 16 percent
Key takeaway for marketers: Use this information to benchmark your company's database growth rate. While growth rates obviously can vary widely based on size and goals, an average-sized database that isn't growing at least 5 percent per month is probably underperforming.
Email NurturingEMAIL RESPONSE RATES - DRIP CAMPAIGNSQ1 Q2Bottom Bottom Total Top 25% Total Top 25%25% 25%Open Rate 33.3% 48.5% 30.7% 32.4% 51.0% 25.9%EMAIL RESPONSE RATES - SINGLE CAMPAIGNSQ1 Q2Bottom Bottom Total Top 25% Total Top 25%25% 25%Open Rate 19.6% 27.7% 14.9% 18.7% 27.2% 14.7%
EMAIL RESPONSE RATES - DRIP CAMPAIGNSQ1 Q2Bottom Bottom Total Top 25% Total Top 25%25% 25%Click-Through Rate 10.1% 26.7% 0.4% 10.0% 28.0% 0.6%Click-To-Open Rate 27.9% 55.4% 4.4% 25.8% 53.5% 4.2%EMAIL RESPONSE RATES - SINGLE CAMPAIGNSQ1 Q2Bottom Bottom Total Top 25% Total Top 25%25% 25%Click-Through Rate 3.1% 8.8% 0.3% 2.9% 8.3% 0.3%Click-To-Open Rate 14.3% 32.2% 2.9% 13.8% 30.2% 2.6%
www.silverpop.com/b2b 1-866-SILVPOP (745-8767) © 2009 Copyright Silverpop. All rights reserved. 3 Engagement Mark... [download for more]
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