In the latest of weekly series from Eloqua .. The Eloqua Closed-Loop Reporting Benchmark Index examined what leading edge companies were doing differently in terms of campaign execution and follow-up. These companies have:
(1) over 3x as many average monthly landing pages activated. It appears these companies are engaging with their buyers at every opportunity and are likely testing creative regularly.
(2) 3x the sales reps enabled with communication tools from marketing. Perhaps this isn’t much of a surprise at all, as these companies have to drive tight alignment across sales and marketing in order to close that loop in the first place.
(3) only slightly improved email response rates – for example, 10% email effectiveness rate v. 8%. This could indicate that while email is important, it is not their only driver of overall campaign effectiveness.