40 Essential Stats, Facts and Charts every digital marketer should be aware of.

1. 0
20
40
60
80
100
120
140
0%
10%
20%
30%
40%
50%
40 Must-See
Charts for
Modern
Marketers

2. Increase in Automated
Marketing Practice
Same quarter 2010 to 2012
0%
10%
20%
30%
40%
50%
60%
Lead
Nurturing
Data
swCleansing
Lead
Scoring
Event
Management
Growth in program activity
Dirty Data
= Lost Revenue
Event management
and data cleansing rising
more sharply than all
other automated
marketing practices

3. $0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
6/3/2010 9/3/2010
3 MONTHS ENDING
Return on $1 in
Sales and Marketing Investment
NEW
ANNUAL
REVENUE
12/31/2010 3/31/2011
LinkedIn
SaaS Median
LinkedIn IPOs
on Back
of Massive
Marketing ROI
LinkedIn's marketing ROI
dwarfs benchmark,
contributing to
successful IPO

4. Social Traffic Sources for
B2B and B2C Companies
LinkedIn Twitter
Facebook
Source: Eloqua Benchmark Data, 2010 Full year
Social Media
Referral Traffic:
B2B vs. B2C
LinkedIn referral
traffic is 16x higher for
B2B Companies
72%
16%
12%
B2B
84%
1%
15%
B2C

5. Qualified leads generated per active Marketer
Marketers and Productivity
by Level of Automation
0
20
40
60
80
100
120
140
Active Marketers
No
Automation
Basic
Automation
Advanced
Automation
Source: Eloqua Benchmark Data, 10 , 2011
Leads/Marketer
Increase with
Marketing
Automation
Sophistication
Automation frees
marketers to create better
campaigns, increasing
their lead/marketer ratio

6. Growth in Marketing Reach
By Region
EMEA APAC US
0%
10%
20%
30%
40%
50%
60%
Unique Web Visitors Marketing Database
Source: Eloqua benchmark data Apr 2010 to Mar 2011
APAC & EMEA
Companies
Outpacing US
in Web Visitors,
Trailing in
Conversion
EMEA and APAC markets
may be "leaving revenue on
the table" by not converting
web visitors into
marketing contacts

7. -1.00%
-0.50%
0.00%
0.50%
1.00%
0%
15%
30%
Sun Mon Tue Wed Thu Fri Sat
Email Clicks & Volume
by Day of Week
Emails Sent
Clickthrough Rates
1.5 Billion
Emails Can't
Be Wrong:
Weekends Are
the Best Time
to Send Email
For the highest clickthrough
rate, Marketers should
send emails on weekends
EMAIL
CLICK
RATE
VOLUME

8. Personalized
Subject Lines
Key to Email
Open Rates
The best-performing emails
include subject lines
personalized with the
recipient's name
and an additional data
point, like location
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
-2.0%
-4.0%
No
Personalization
Custom
Personalization
Name
Exclamation
Mark!
Personalized Email
Subjects and Open Rate
Source: Eloqua Benchmark Data, January 2011
Based on a sample of 200M+ emails
Company

9. Marketing
Automation
Leaders
Generate
More Form
Completions
By tailoring offers to prospects'
interests, companies that
automate marketing
processes enjoy 3x more
submissions than those
who don't automate -100%
0%
100%
200%
300%
Marketing Automation
Sophistication
FORM
SUBMISSION
VOLUME
Laggard
Average
Leader

10. Dynamic Content:
Adoption & Conversion
ADOPTION
RATE
VISITOR
CONVERSION
RATE
70%
60%
50%
40%
30%
0.5%
1.0%
1.5%
2.0%
2.5%
0.0%
20%
10%
0%
Uses Dynamic
Content
Does not use
Dynamic Content
Adoption Visitor Conversion Rate
Dynamic
Content
Improves
Conversions
by 50%
The minority of marketers
that serve dynamically
generated content are
enjoying an enormous
competitive advantage

11. Event
Sponsorship
= Lift in
Site Traffic
Using Dreamforce 2011 as
a proxy for event marketing,
sponsors enjoyed, on
average, a 25%+ lift in
site traffic during
the event
Titanium
Platinum
Gold
Silver
Bronze
Exhibitor
Grand Total
-50% 0% 50% 100% 150%
Increase In Daily Site
Views by Sponsorship Level
Source: Eloqua Benchmark Data,Web traffic for sponsors, compared to three months prior to event

12. Influencers and Conversions
10
8
6
14%
12%
10%
8%
6%
4%
2%
0%
4
2
0
Content
Shared by
‘Influencers’
Content
Not Shared
by ‘Influencers’
Ratio
of
unique
page
views
Influencers based on Klout score
%
of
visitors
that
submitted
form
"Influencers"
Have Major
Impact on Views
and Conversions
"Influencers" can trigger
6x more traffic and 2x more
conversions when they share
a brand's content on
social channels.

13. 0
20
40
60
80
100
120
140
Jan
10
Apr
10
Jul
10
Oct
10
Dec
10
Mar
11
June
12
Eloqua Experience Attendees
& Monthly Lead Generation
Attended Eloqua Experience
Eloqua
Experience
Event
Did not attend Eloqua Experience
User
Conference
Attendees Are
Your Best
Customers
Looking for customers to
highlight? Start with user
conference attendees
MONTHLY
LEAD
PRODUCTION
PER
MARKETER
(MEDIAN)

14. Frequency Distribution %
Form Conversion (Mean)
The Optimal
Number of
Form Fields: 7
Form fields need to balance
UX with data collection.
5-10 fields is the
ideal range Source: Eloqua Benchmark Data, 3Q 2011
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Number of Form Fields
61% of Forms have 5 to 10 Fields
and convert 40% of unique visitors

15. 200
0
400
600
800
1,00
1,200
1,400
1,600
1,800
2,000
200
0
400
600
800
1,000
1,200
1,400
1,600
Q1 Q2
2008
Q3 Q4 Q1 Q2
2009
Q3 Q4 Q1 Q2
2010
Q3 Q4 Q1 Q2
2011
Q3
Digital Body Language Trends
for Billion Dollar Companies
S&P 500
Website Activity
Source: Eloqua Benchmark Index, Yahoo finance, 2009 to 2011
AVERAGE
PAGE
VIEWS
($1B+
COMPANIES)
S&P
INDEX
Web Activity
Correlates to
Macro-economic
Trends
Web traffic patterns for
large company sites closely
mirror performance
of the S&P 500

16. More
Automation
= More
Attendees
Automated pre- and
post-webinar reminders
can increase attendance
by 32%
0%
10%
20%
30%
40%
50%
60%
Standard
Attendance Rate
Email
Reminders
WEBINAR ATTENDANCE
Webinars Attendance
& Automated Reminders
LEVEL
OF
AUTOMATION
Follow-up w/
No-Shows
Automated Reminders
Marketing Automation/Event Platform Integration
No Automation

17. Small
Businesses
Take Early
Lead in
Social Media
Companies with revenue
under $150M are driving
significantly more traffic
via social networks than
are enterprise marketers
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
10/10 11/10 12/10 1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11 9/11
Companies Under $150M
Stepped up, Socially
$150M to $2B >$2B
<$150M
Source: Eloqua Benchmark Index, 4Q 10 to 3Q 11

18. 80% of deals closed after just two
marketing "touches"
Closed Loop
Reporting:
The Longtail
Begins at Three
Campaigns Source: Eloqua Benchmark Index
1 6 11 16 21 26 31 36
70%
0%
10%
20%
30%
40%
50%
60%
Number of Campaign Responses per Closed Opportunity
%
OF
CLOSED
DEALS

19. Q4 is
Marketing's
Busiest Month
Sales isn't the only
department slammed in
Q4. It's also when marketing
generates the most
online activity
-20%
-30%
-10%
0%
10%
20%
30%
40%
50%
60%
Q3
09
Q4
09
Q1
10
Q2
10
Q3
10
Q4
10
Q1
11
Q2
11
Q3
11
Q4 is Marketing's
Busiest Period
Form Submissions
Visits
Source: Eloqua Benchmark Index
%
CHANGE
FROM
YEARLY
AVERAGE

20. B2B Companies
Closing the
Online Gap
with B2C
Counterparts
Page views for large
($1B+) B2B companies are
approaching B2C levels
Page View Ratio
B2C:B2B
B2B PAGE VIEWS
B2C PAGE VIEWS :
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1.0
2008 2009 2010 2011

21. Marketing
Automation
"Masters"
Outperform
Peers
Companies that invest in
staff training/certification
are able to market to
a larger % of their
databases
0%
10%
20%
30%
40%
50%
60%
OCT
10
NOV
10
DEC
10
JAN
11
FEB
11
MAR
11
APR
11
MAY
11
JUN
11
JUL
11
AUG
11
SEP
11
Investment in Eloqua Education
Correlated with Marketing Effectiveness
<5 "Masters" 0 "Masters"
5+ "Masters"
CUMULATIVE
MARKETABLE
REACH
GROWTH
Source: Eloqua Benchmark Index

22. StumbleUpon
Traffic up 40x
for Media
Companies
Media companies are enjoying
a surge in StumbleUpon-
referred traffic. The average
Eloqua media client is up 15x,
those using the
StumbleUpon
button are up 40x
Traffic to Eloqua Media Customers
Referred from StumbleUpon Grew 15x
0
2
4
6
8
10
12
No StumbleUpon Button
StumbleUpon Button
STUMBLEUPON
PAGE
VIEWS
(MILLIONS)
2011
QTR 4
QTR 3
QTR 2
QTR 1
Source: Eloqua Benchmark Index, CY 2011

23. Twitter's t.co
Shortener
Drives Traffic,
Insights
Eloqua customers track
89% increase in Twitter
referral traffic after
launch of t.co shortener
T.co Fixes Twitter’s
Traffic Referral Problem
Referrals from Twitter domains
Referrals from T.com domains
Source: Eloqua Benchmark Index, CY 2011
0.0
0.2
0.4
0.6
0.8
1.0
1.2
12/1/
10
1/1/
11
2/1/
11
3/1/
11
4/1/
11
5/1/
11
6/1/
11
7/1/
11
8/1/
11
9/1/
11
10/1/
11
11/1/
11
12/1/
11
REFERRED
VISITORS
TO
ELOQUA
CUSTOMERS
(MILLIONS)
89% more traffic coming
“from Twitter” after T.co
URL shortener launch

24. Video
Streams/Month
Outpacing
Traffic Growth
Traffic to online video sites
increased by 18%, while
the # of videos streamed
doubled to 22M
Video Site Visitors Averaged
137 Videos Viewed in Dec 2011
Source: Nielsen, OCT 2009 to DEC 2011
50M
100M
500M 1B 5B 10B
UNIQUE
VIEWS
TOTAL STREAMS
Facebook Yahoo!
VEVO
MSN/Bing
Hulu
YouTube

25. ORDERED BY DECREASING REVENUE SIZE
Source: SEC
Facebook's
Sales &
Marketing
ROI Tops
Tech/Social
Competitors
For Every $1 Spent on
Sales & Marketing, Facebook
Generates $4.52 in Annual Revenue
Google Facebook Zynga Groupon LinkedIn Pandora
$0
$1
$2
$3
$4
$5

26. "Funnel Stage
Conversion"
Top Area for
B2B Marketing
Improvement
B2B marketers are most
focused on improving
skills in the areas of
contact management and
effectiveness
measurement
0 0.50 1.00 2.00 2.50
1.50
Funnel Stage Conversion
Standardized Data Set and Values
Lead Management Process Flow
Personal Development
Strategic Campaign Planning
Spend Analysis
Funnel Stage Acceleration
Asset Engagement
Inactive Contact Management
Lead Follow-Up
Data Management
Sales Enablement
Campaign Automation
Database Health
Lead Scoring
Email Deliverability
Personalization
Campaign Engagement
Funnel Stages
Campaign Execution Workflow
Best Practice Adoption
Intergrated Marketing
Subscription and Preferences Mgmt
Lead Assignments
IMPROVEMENT OPPORTUNITY INDEX
Lead Management Contact Management
Campaign Management Effectiveness Management

27. Email Still
Drives More
Traffic than
Social
Although social media
referral traffic is rising
sharply (331% same
quarter YOY), email still
tops in referral traffic
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Email Eyeballs and
Traffic Compared to Social
Top 5 Social Referrers (Traffic)
Top Email Opens (Eyeballs)
Total Email Clicks (Traffic)
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Source: Eloqua Benchmarking Report
AVERAGE
PER
BRAND
PER
MONTH

28. Encrypted
Google
Keywords
on the Rise
Google personalized search
is causing search terms
to become increasingly
opaque for SEO pros. The
solution: Buy AdWords Source:Eloqua.com
SEO Bliss
SSL Search
Optional
Google Secure
Search by
Default
Original Impact
Estimation <10%
Keywords Are Hidden for 26%
of Searches (and Growing!)
0%
10%
20%
30%
% of Search Visits With Keywords Masked
OCT
11
NOV
11
DEC
11
JAN
12
JUL
11
AUG
11
SEP
11
FEB
12

29. Social Sign-on
Combats False
Profile Data
An increasing number
of social profiles are created
with false information,
yet the increasing appetite
for social sign-on provides
marketers with a viable
alternative Source: Janrain, “Consumer Perceptions of Online Registration and Social Login” conducted
by Blue Research. Survey, Jan 10, 2012.
More US Online Buyers Submitting
False Information Sign-Up Forms;
More Prefer Social Sign-On
0%
20%
40%
60%
80%
100%
10%
30%
50%
70%
90%
2011
2010
Have given false information to create an account
Prefer social sign-on

30. Google, Dell,
Apple &
Agencies Top
SXSW 2012
Attendees
Not only are big companies
attending SXSW, but CEO
attendance is also high
Delegates Companies CEO Attendance
Source: SXSW press release, attendee list
GROUPED BY NUMBER OF
DELEGATES FROM COMPANY
4,500
4,000
3,000
2,000
2,500
1,000
1,500
0
500
3,500
Apple,30
Energy BBDO, 32 + 1CEO
Google,59
Dell, 71
Digitas,37

31. How the
Joseph Kony
Video Went
Viral
Geographic seeding
+ Influencer support
+ Compelling narrative
+ Simple CTA
+ Controversy
0 100 200 400 500
300
Kony 2012
Susan Boyle:
Britain’s Got Talent
Lady Gaga: Bad Romance
Rebecca Black: Friday
Justin Bieber: Baby
Miley Cyrus:
Party in the USA
Modern Warfare 2
Beyonce: Single Ladies
Katy Perry: Hot ‘n’ Cold
Jeff Dunham:
Achmed The Dead Terrorist
The Annoying Orange
David After Dentist
Charlie Bit My Finger Again
Evian: Live Young
Laughing Baby
Days to 100 Million Views
Source: Visible Measures

32. "Sales
Enablement"
Key to
Database
Growth
Companies that equip sales
reps with content-sharing
tools grow their databases
faster than others Source: Eloqua Benchmark Index.
Sales Tool Adoption
Boosts Reach
0%
2%
4%
6%
8%
1%
3%
5%
7%
Strong
(10+ Users)
Weak
(No Users)
Average
(0-9 Users)
Monthly Marketable Reach Growth %

33. Business
Services,
Telecom, IT
Lead in
Database
Growth
Marketing automation
expands addressable
market across
all verticals
0% 9%
8%
7%
6%
5%
4%
3%
2%
1%
Business Services
Telecommunications
Information Technology
Computer Hardware
Banking
Marketing Agency
Arts, Entertainment and Recreation
Manufacturing
Utilities
Computer Software
Finance and Insurance
Accomodation and Insurance
Prof. , Scientific and Technical Srvs
Educational Services
Health Care and Social Services
Monthly Database Growth
Monthly Database
Growth by Industry
Source: Eloqua Benchmark Index, Sep 2011 to Feb 2012

34. Personal
Signatures
Increase Email
Open Rates
by 500%
Personalizing email
signatures can increase
open rates by 5x and
click through rates
by nearly 3.5x
0%
10%
20%
30%
40%
Open
Rate
Click
Through Rate
Personalized Signatures Drastically
Improve Email Response Rates
Without Signatures
With Signatures
Source: Eloqua Benchmark Data

35. Marketers
Creating 2x as
Many Unqualified
Leads as
“Perfect” Leads
Marketers may be too strict
with lead scoring definitions
—only 40% of marketers
have a single
"perfect" lead
% OF CUSTOMERS WHO HAVE LEADS WITH EACH SPECIFIC SCORE
(1 BEING HIGHLY ENGAGED, 4 BEING UNENGAGED)
Source: Eloqua Benchmark Index
Less Than 50% Of Customers
Have A “Perfect” Leads
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4
USER PROFILE BEST USER PROFILE BETTER
USER PROFILE WORSE USER PROFILE WORST

36. Pinterest
Tops Social
Networks in
Referral
Traffic/User
Despite having a fraction
of the members as Facebook
or Twitter, Pinterest is a major
source of social media
referral traffic
Pinterest Refers More Traffic
Per User Than Facebook or Twitter
Source: Referral traffic: shareholic.com, Facebook users: sec . gov,
Pinterest users: techcrunch.com, Twitter users: blog.twitter.com
Per 1 Million Users
0.10%
0%
0.04%
0.06%
0.08%
0.02%
Facebook
(901M Users &
6.5% Referrals)
Twitter
(140M Users &
0.9% Referrals)
Pinterest
(10M Users &
0.9% Referrals)

37. Automated
Campaigns Enjoy
200% Higher
Conversion Rates
Automated campaigns
not only convert at a much
higher rate, but they also
remain effective over a
longer period of time
than manual campaigns
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
Campaign Lead
Conversion Rate
No Automation
Automation
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2011
2010
2009
LEAD
CONVERSION
RATE

38. Fewer
Marketers
Measuring
Impact on
Revenue
Marketers are more proficient
at tracking tactical metrics
than impact on revenue
Actions Speak
Louder Than Words
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Email
Engagement
Campaign
Response
Web
Engagement
Database
Health
Funnel
& Revenue
Performance
Source: Eloqua Benchmark Data, April 2012
Say they measure
Actually measure

39. Social Referral
Traffic Up 2x
Year Over Year
Marketers are diversifying
investment in social
channels; Pinterest
referral traffic up (52x)
most year over year
Marketers Diversifying
Beyond Facebook
Google Pinterest Tumblr Reddit Linkedin
Twitter StumbleUpon Facebook
Source: Eloqua Benchmark Data, Dec 2010 to March 2012
5.0%
4.5%
4.0%
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0%
1/1/11 3/1/11 5/1/11 7/1/11 9/1/11 11/1/11 1/1/12 3/1/12
SHARE
OF
TOTAL
REFFERAL
TRAFFIC

40. "Green"
Companies
Outpacing
S&P 500 by
Nearly 50%
Even the slowest growing
socially responsible
companies are outpacing
the S&P 500 index
0%
10%
20%
30%
40%
50%
Socially Responsible
Corporations Grow Faster
CUMULATIVE
GROWTH
%
2005
-
2010
Top 100 “Green”
Companies
S&P
500
25 Slowest-growing
“Green” Companies
Source: SEC public filings & 2011 Newsweek Green Rankings

41. How
Frequently
Should I
Email My
Database?
Remember: a high
click-through rate is
desirable only if it
delivers more leads
Mean Unique Clicks
Mean Click-Through Rate
Average Emails per Contact
Based on 6B+ Emails
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
0
5
10
15
20
25
30
0.5 1.0 1.5 2.0 2.5 3.0 3.5
CLICK-THROUGH
RATE
%
RESPONSE
VOLUME
(THOUSANDS)