Most Marketers Failing to Plan in Advance [CHART]

by Taha Sheikh on November 4, 2012 in Marketing Efficiency

Ask any marketer and they will agree that the key to a successful campaign is planning.

Marketers must quantify their revenue and customer goals, develop creative ideas and strategies, target the right audience with key messages and a clear call-to-action, all while planning execution and defining criteria to measure campaign effectiveness.

We thought it would be interesting to find out how much time marketers were actually spending planning their campaigns in Eloqua before deploying them.  We looked at campaigns created between July 1, 2012 and September 30, 2012 and found that an overwhelming number of them were deployed on the same day they were created.  Now if these campaigns were (dare I say it), “batch and blasts” that simply targeted a distribution list with an email, this would seem to make sense.

marketing-planning

To validate this theory we looked at the average number of steps in each category of campaign planning.  Interestingly, for campaigns deployed the same day there were roughly 3 steps on average, slightly more than we would expect in a basic email blast.  More complex campaigns correspondingly showed more days of preparation.  e.g. campaigns deployed between 60 to 90 days after creation had 17 steps on average.

So it appears that marketers were naturally spending the most time on planning, developing and collaborating on the most complex campaigns before deploying them.   But what about the whopping 71% of campaigns that were created and deployed the same day?  Were marketers just planning these outside of Eloqua and only using Eloqua to execute them?  Were they truly planning them at all?

Centralizing the planning and collaboration of campaigns, regardless of complexity, can provide better visibility to marketing, sales as well as senior management teams and drive better decision making by connecting the right people to the right information at the right time.

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