Marketo Data Tells Us: Marketing Stats That Will Blow Your Mind
In my role at Marketo over the past few months, I’ve had the pleasure of paging through mounds of enticing Marketo data. I have seen some absolutely outstanding stats from some of Marketo’s top customers—stats covering everything from email sends to opportunities sourced. Now, I want to share these stats with you so you can see the potential of what happens when smart marketers, the right technology and great campaigns come together. These stats show us how far marketers can take their marketing programs and campaigns. So, get your hands warm and get ready to learn about and applaud these truly impressive (and inspiring!) accomplishments.
Largest Email Campaign
Wow, over 249 million email sends from one campaign! That’s equivalent to the total U.S. population back in the 1990s. Aside from the volume, imagine the anxiety that email marketer had clicking the “confirm send” button. And judging from the deliverability and performance stats of the campaign, that email marketer deserves a raise (just sayin’).
Why It’s Impressive: The sheer email sends coming from this one campaign is remarkable. Compared to the average send size which is 8,900 per email campaign across all Marketo customers, this is absolutely massive. What’s even more extraordinary is that this particular marketing team runs multiple email campaigns in the millions, ALL of which have over 90% delivery rate! They’re surely doing something right!
Highest Performing Email Campaign (over 5,000 send size)
Whatever this email campaign was, kudos to the marketing team; not only did they get an extremely high open rate, they got a near perfect click rate. With results like that, I’m going to imagine the email subject was “Free Trip to Disneyland (not a scam)” and the call-to-action was “Claim Your Free Tickets NOW (not a scam)”…and then the whole thing truly wasn’t a scam. But really, they seem to have cracked the code on what yields near-perfect results. Bravo, team, bravo.
Why It’s Impressive: Think of your typical email campaign—what percentage of open and click rate would you be happy to get? At my past few companies, we were ecstatic to get over 30% open rate for prospects and double that for customers. It’s hard to fathom an open rate of 90%, and even more impressive—a 89% click-to-open rate, especially for this email send size. To do this, their team must have attained the email trifecta: a squeaky clean list, extremely relevant content, and an irresistible call-to-action. Nice job!
Widest Net Cast by a Campaign
Over 525,000 opportunities were sourced from one single inbound asset. I have no idea what the content of that asset was, but it must have been pretty compelling to capture that many leads. Just imagine that company’s sales team swimming in that ocean of leads (seriously, imagine it). What a fantastic problem to have!
Why It’s Impressive: This is every demand gen marketer’s dream: the golden goose—an asset soooo good it practically prints leads. This campaign towers over the average 180 opportunities generated per campaign (first-touch attribution) across all customers. When I looked up which company this was, I wasn’t surprised to find it was one of the most well-known respected brands in the world (which partly explains the golden goose content). But what we can learn from their massive success, is the potential and power of great content.
Largest Pipeline Attributed to a Campaign
OK, get ready for this one. $2.3 billion of pipeline was generated from a WEBINAR. I’m not making this up. And I know you’re thinking exactly what I’m thinking on this one—that’s more than what the Titanic movie made! OK, maybe that’s not what you were thinking, but in all honesty, this webinar is the Titanic of webinars, and probably a lot cheaper to produce. Actually, even if they hired Leonardo DiCaprio to host the webinar, the ROI would still be impressive!
Why It’s Impressive: Webinars usually perform really well in terms of pipeline attribution, but this one is beyond an anomaly. I actually have to take this off my data set because when I graph this, it breaks my chart—literally, it’s off the charts. I was only half joking earlier in that this might actually be a mainstream film that a media company classified as a “webinar”…that would explain a lot. If it’s not, they probably have developed a mean set of webinar best practices.
What’s your company’s most impressive stat? Please share in the comments section below!