The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • June 24, 2013

Does 'Size' Matter for Marketing Teams? [CHART]

Egan Cheung
Manager, Revenue Performance Analytics

Many companies invest in marketing automation because of the need to “do more with less”.  They may have relatively small teams or budgets, but lofty goals in terms of the campaigns they need to execute, and the leads they need to generate.  Conversely, many large enterprises look to marketing automation to provide centralized control of branding, content, and messaging across large, distributed teams, and may set up a marketing 'center of excellence' that acts as a service organization for the rest of the company.In both cases it can be a challenge to move beyond a reactionary, day-to-day survival mode and find the time to take your campaigns, lead scoring, lead nurturing, or database health to the next level.  For this week's chart, we captured Eloqua benchmark data from our customers over the past year, to compare small organizations and large ones to see if one group is making more inroads than the other. We also explored how much time on average they are spending on it.
Contact database size was used as a proxy for the size of the organization with clients between 1K-10K deemed small and more than 1 million deemed large. The existence of multi-step campaigns with at least two email sends and some branching logic was used as the proxy for a modern campaign.Looking at the results in the chart, the large organizations have about 3x as many active, multi-step campaigns as the smaller companies on a per user basis, and spend more time logged into the application.  At the same time, the smaller companies enjoy significantly better results in some key effectiveness metrics, such as the click-through rate shown in the analysis.

One possible conclusion to draw is that large organizations have people employed solely to work in Eloqua, whereas for marketers at smaller companies, using Eloqua is one of many hats they wear.  Another conclusion might be that companies with small contact lists know their audience well and have a natural advantage when it comes to engaging them resulting in high click through rates.

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