1 Benchmark Data Comparison STRATFOR October 18, 2010 Chad Horenfeldt Regional Manager, Customer Success

Usage Profile 2

Response Rate Bounce rates are low Open and clickthrough rates increased as automation increased 3

Eloqua Benchmark Report Sept 2010 Automation has exploded (largest use is for nurturing for B2C) Nurturing increases the number of qualified leads Significant increase in qualified leads when using event automation Dramatic decrease in campaign size use is increasing 4

Benchmarks 5 Average CTR: 4.8%, Average open rate 20.7%, Average bounce rate 1.9% Best in class used automation, lower list sizes

Open Rate pretty steady…. 6

Subject Line is clearly Linked to Call to Action 7 Subject Line: Submit your renewal intention for Call to Action: Officially inform Company X whether you plan to participate in the school year by logging into the Educator Community and following the instructions found on the homepage.Officially inform Company X whether you plan to participate in the school year by logging into the Educator Community and following the instructions found on the homepage. Subject Line: Save the Date to [re]Engage Call to Action: Click here to reserve your spot todayClick here Subject Line: Company X’s Classroom and Language Learning Call to Action : Sign up today to join this informational webinar … Sign up today to join this informational webinar … Best In Class Laggard

Subject Line imposes deadline on call-to-action 8 “Submit your renewal intention for ” “Login Instructions for February 18 Webcast” “Important: Action Required by May 1 st ” “Valentine's Day Survival Guide” Best In Class Laggard “eSeminar: Top CISO talks tactics for privacy law compliance” “How Capacity Management Delivers Virtualization ROI”

Click Through Rate in decline…. 9

Click-Through Offer Format Buttons without linked directional text Button is located at top of ; Directional link at bottom of Directional Text is not Linked Click here to download the Merger Arb White Paper: 10 “Join the webcast 10 minutes prior to the start, by clicking herehere “Click here“Click here to learn more about the conference and how to register.” “More details coming soon. Click here to reserve your spot today.”Click here “Download presentation slides here.”here “Please access the Guide by clicking on this link“Please access the Guide by clicking on this link.” Best In Class Laggards

Eloqua Best Practices: The Revenue Lifecycle™ Average campaign size fell as marketers opted for more targeted campaigns 11 Data Source: Jan-Jul 2009 to Jan-Jul 2010

Automation 12

But what do BIC nurture campaigns look like? Average number of touches: 4 touches/program Average time between touches: overall = 10 days, however, distinct difference between b2b and b2c. B2C much more frequent between 3-8 days, more frequent at beginning of the campaign, then slowing down. Very little variance in B2B; companies seem to decide on 1 to 2 week spacing, then use for everything. Test mixing it up. Worried about overall frequency/overcommunicating via ? Fewer than 15% of companies checked for frequency before sending the s from their nurture campaigns 13

And events? Frequency Average 4 s driving registration per event; More than 1 reminder , with at least one within 24 hours of event Segment and personalize Personalized your s – not just first name, but targeted content based on geography, industry, etc. Average size less than 10,000 14

Average Number of s per Month Per Contact Most contacts received 27 s on average on per month in the last 6 months Other points of interest: 30 s, 7.5, and.5 s per month 15

Emerging Trend Timing as or more important than content for driving response 16

NIIT – Driving Traffic to Communitities Leveraged digital body language and automation to drive prospects to communities Reduced expense on physical events based on ability to reach event target via (saved $10K GBR) 17

Recommendations Ensure that there are “traffic cops” in nurturing programs to avoid over ing Review automated programs to ensure they are still effective. Recommend experimenting with reducing time between touches Look for opportunities to based on behavior (visited a certain page and in a certain stage etc…) 18