Fast Facts: Marketing and Sales

FAST FACTS
Latest Sales &
Marketing Stats

MARKETING AUTOMATION
Businesses that use marketing automation to
nurture prospects experience a 451% increase in
qualified leads. In turn, nurtured leads make 47%
larger purchases than non-nurtured leads.
(The Annuitas Group, Nov 2012)

Companies that adopt marketing
automation see 53% higher conversion
rates (from initial touch to MQL) and 3.1%
higher annual revenue rates than do non-
adopters.
(Aberdeen Group, Jul 2012)

79% of top-performing companies have been using
marketing automation for more than two years, with
79% of CMOs indicating “increasing revenue” as the
most compelling reason for adoption, followed by
“higher quality leads” at 76%. (Gleanster, Aug 2013)
76%“higher quality leads”

78% of successful
marketers cite marketing
automation as being
most
responsible for improving
revenue contribution.
(The Lenskold and Pedowitz Groups, Nov 2013)

AUTOMATION
MARKETING
drives a 14.5% increase in sales productivity
and a 12.2% decrease in marketing overhead.
(Nucleus Research, Apr 2012)

According to Bain &
Company, a 5% increase
in customer retention can
generate a 75% increase
in profitability. Additionally,
it costs 6 times more to
get a new customer than
to keep an existing one.
(Forrester Research, Oct 2013)

Companies that
invest in marketing
automation
solutions see 70%
faster sales cycle
times and 54%
improvement in
quota achievement.
(Bulldog Solutions, Mar 2012)

63% of companies that are surpassing
their competitors use integrated
marketing automation.
(The Lenskold and Pedowitz Groups, Nov 2013)

80% of companies
that implemented a
marketing
automation solution
realized ROI in less
than 1 year – 44% of
them saw ROI in less
than 6 months.
(Focus Research, Mar 2011)

107%
20%
17%
better lead
conversion
rates
higher team
attainment
of quota
greater
average
deal sizes
better
forecast
accuracy
40%
Companies that deploy
MARKETING AUTOMATION SEE:

ACT-ON MARKETING AUTOMATION
HELPS CUSTOMERS...

Increase lead-to-
opportunity conversion
by 17% - 26%.

Increase revenues
by 25% - 46%.

Decrease cost-per-lead by
65% - 70%.

Decrease
campaign
launch
times by
50% or
more.

Increase campaign conversion
by 50% or more.

See 10% or higher growth
rates 31% more frequently
than other companies.

80% of B2B buyers conduct
their own research online
before ever engaging with a
seller. (SiriusDecisions, June 2012)

On average, prospects receive 10
marketing touches from the time
they enter the top of the funnel
until they’re a closed/won
customer. (Aberdeen Group, Jul 2012)

An IDC study found
that over 50% of leads
in the average B2B
contact database are
obsolete, which
underscores a
subsequent
MarketingSherpa
report that lead data
goes bad at a rate of
2.1% per month, and a
DemandGen report
that lead data decays
at a rate of 25% - 30%
per year.
(IDC, Aug 2012 | MarketingSherpa,
Sep 2012 |DemandGen, May 2013)

58% of top-performing companies use lead management
automation, compared to 41% of average and low-
performing companies.
(Forrester Research, Dec 2013)
58%58%58%
top companies
use lead
management
automation

MarketingSherpa found
that 79% of B2B marketers
have not established lead
scoring, and 65% have
not established lead
nurturing, an unfortunate
scenario in light of a
Forrester study that found
companies actively using
lead nurturing and lead
scoring generate 50%
more sales-ready leads at
33% lower cost per lead.
(MarketingSherpa, Sep 2012 |
Forrester Research, Aug 2012) ..companies actively using
lead nurturing and lead
scoring generate 50% more
sales-ready leads at 33%
lower cost per lead.

Companies that automate lead
management see a 10% or greater
increase in revenue in 6-9 months.
(Gartner Research, Mar 2011)

74% of top-performing
companies use automated
lead nurturing.(Gleanster, Mar 2013)

Leads gained
through SEO
have a 14.6%
rate of close,
while outbound
marketing leads
have a close rate
of only 1.7%.
(Top Rank Marketing,
Jan 2013)
Leads gained through
SEO have a 14.6% rate
of close.

ACT-ON LEAD
MANAGEMENT TOOLS
HELP CUSTOMERS
EFFECTIVELY
NURTURE LEADS AND
GET THEM SALESREADY,
INCLUDING…

Increasing revenue by 30%
using lead scoring and real-
time data to accurately
measure campaign
performance.
49%
20%
Seeing a 49% increase
in monthly lead flow
and a 68%decrease in
cost-per-lead, all
without having to add
staff.
Increasing quantity and quality of sales-
ready leads – marketers are passing an
average of 20% more leads
to sales.
30%

Among top-performing marketers who
reported exceeding their annual revenue
goals, email marketing was cited as
the #1 most effective tactic for B2B lead
nurturing. (Forrester, Nov 2013)

Email Institute
found that
triggered email
messages
average 152%
higher click
through rates than
“business as usual”
(BAU) marketing
messages, and an
Epsilon study
found triggered
open rates were
70.5% higher and
click rates were
101.8% higher
than BAU
messages.
(Email Institute, Jul 2013 |
Epsilon, Feb 2013)
152% higher
click through
rates than
“business as
usual”

of marketers cite email
as the most effective
lead-generation tactic.
(B2B Technology
Marketing Community,
Sept 2013)

and the inclusion of
custom database fields in
email copy drive 360%
higher conversion
According to
Gleanster,
segmentation,
personalization,
recommendations,
and the inclusion of
custom database
fields in email copy
drive 360% higher
conversion than a
generic email
message with a
personalized
salutation.
(Gleanster, Nov 2012)

of Act-On Customers use
email automation,
compared with 75% of
other companies.
(Forrester Research, Jan 2013)

of leading companies
identify “improving the brand
image through social media”
as their most important
strategic initiative.
(Aberdeen Group, Aug 2013)

Companies with
active blogs
receive 97% more
leads than their
competitors.
(ContentPlus, May 2013)

B2B companies that maintain blogs generate,
average, 67% more leads per month than non
blogging firms. (Top Rank Marketing, Jan 2013)

72.6% of sales people
using social media
outperformed sales
people who do not use
social media.
(A Sales Guy Consulting, Jan 2013)

60%
78%
Increased search
rankings
Increased website
traffic
64% Increased lead
generation
Companies that invest a weekly
minimum of 6 hours on social media
marketing see:
(Social Media Examiner, May 2013)

AS SIMPLE AS YOU WANT.
AS ROBUST AS YOU NEED.
ACT-ON WILL MAKE YOU A
BETTER MARKETER.

DID YOU KNOW?
22% of commercial
emails do not make it
to the inbox.
(ReturnPath, Jun 2013)

DID YOU KNOW?
Act-On Delivery
Insight services can
help get your
messages through.

+1 (877) 530 1555
www.act-on.com
About Act-On Software
Act-On is a leading provider of integrated marketing
automation software, helping companies to tie inbound,
outbound and nurturing programs together – across
email, web, mobile, and social.
Our customers achieve superior Return on Marketing
Investment by using sophisticated behavioral data to
increase engagement throughout the customer
lifecycle, reduce the cost of customer
acquisition, and strengthen customer loyalty. Act-On's
fresh approach to marketing automation gives its users
full functionality without the complexity other systems
impose, and makes campaign
creation and program execution easier and faster. Act-
On offers a best-in-class professional services team,
around the clock customer support, and the APEX
ecosystem of partners to provide clients with the tools
they need to achieve marketing success.

Fast Facts: Marketing and Sales

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