Should you throw away those personal email addresses in your B2B database? We look at a recent study from Eloqua and walk you through reproducing the data in Marketo

1. Should B2B Marketers Ignore
Personal Email Addresses?
- How to Answer in Marketo –

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email: steven@beachhead.io
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3. Should you ignore Personal Email
Addresses in your Marketo instance?
Back to the Question:

4. Eloqua Study
Personal email
addresses show higher
percentages in:
• Leads created
• Forms submitted
• CTR on emails
• Multiple website visits
• Multiple email opens

5. But… Is it True?
The Rule of Thumb Possible Bias in Eloqua Data
• Your prospects give you a
personal email address for
fear of spam
• These addresses often are
accounts only used for spam,
so they rarely get checked
• Did they exclude list
purchases?
– These will be lower quality,
make business emails look
worse
• Did they exclude seed lists?
– These might include
personal addresses, will
make personal addresses
look better

6. When in doubt, check your data

7. How To Check Your Marketo
Database
What you’ll need Qty Names
Smart List 1 “Personal Email Addresses”
“Email Performance”
Report
2 “Email Performance – Personal”
“Email Performance – Business”
“Leads by Lead Source”
Report
2 “Lead Performance – Personal”
“Lead Performance – Business”

8. How To Check Your Marketo
Database
1. Create smart list
2. Create four reports
3. Compare numbers
25 Minutes

9. Build Your Smart List

10. Build Your Smart List
Generally don’t
include the “.com”
as this will ignore
co.uk and others

11. Email Performance – Personal Accounts
Go with a year
of data for
every report

12. Email Performance – Personal Accounts

13. Email Performance – Business Accounts

14. Lead Performance - Personal

15. Lead Performance - Business

16. Compare Numbers in Excel
• Export reports
• Paste Total lines into same tab

17. Out Client Meta - Analysis
1.07%
9.39%
11.39%
0.63%
8.76%
7.17%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
% Emails Clicked % Emails Opened Click-Open %
PortionofSegmentshowingBehavior
Measure of Engagement
Personal Email Addresses
Business Email Addresses
Slightly more
engagement
among personal
email addresses

18. Don’t Forget!
• Exclude list purchases (they rarely
contain personal addresses)
• Exclude seed lists (might show higher
engagement)

19. And…
If you send useful emails content,
none of this matters

20. Contact us
www.beachhead.io
email: steven@beachhead.io
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21. THANK YOU
If you have any
question
THANK YOU
If you have any questions
Contact Us
www.beachhead.io
email: steven@beachhead.io