The following post is contributed by Rob Paulsen, Senior Software Architect at Eloqua
On any given day at Eloqua we’re helping our customers automate a variety of marketing functions. Recently I started thinking about the actual make up of these marketing campaigns. So, we analyzed the relative mix of waiting (a hold step), deciding (a decision rule) and sending (outbound communications) which make up campaigns running on the Eloqua platform each day and produced the chart below.
Based on the chart, there is an apparent trend. At the beginning of the month, our platform was running about twice as many contacts through email sending or “outbound communications” than through decision rules (these are the steps in a campaign that help choose where a contact should go next). Toward the end of the month, however, the proportions changed dramatically. The decision rule steps outnumbered email sends 3:1.This could be indicative of a move toward campaign automation which dynamically personalizes the outreach to contacts based on their digital body language rather than a simple “batch and blast”. So, the more a marketer learns about their contacts based on digital body language, they will send fewer, more targeted outbound communications. Or it could be that we just happened to have a greater number of campaigns with more decision rules running later in the month!
Interestingly, the trend coincided with the release of our new Campaign Execution Enginewhich now backs the Campaign Canvas and offers a significant benefit, speed. The agility afforded by speed of the new engine could be prompting an increase in sophisticated campaign automation.
To truly assess the trend, however, we’ll need to observe over a longer timeline.
In the meantime, what does your automation mix look like? Are you in step with the trend?
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