Marketo & Eloqua: Some Lead Nurture Metrics

Here are some metrics that Marketo and Eloqua suggest as what you might expect from successful lead nurture programs. Given the complexity of effectively implementing a personalized lead nurture program, it is interesting to see where the impacts might be and what benefits you might expect.

Marketo pointed to these metrics in a recent webinar invitation:

• Fewer marketing-generated leads ignored by sales (from 80% to as low as 25%)
• 150% increase in contact-to-lead conversion rate
• 2-3x lift in conversion rates on raw leads to qualified opportunities
• 20% more sales opportunities
• 225% increase in volume of prospects that convert to sales opportunities
• 7% points higher win rates on marketing-generated leads
• 6% points lower rate of “no decisions”
• 2x increase in bid-win ration
• 47% higher average order values

Eloqua points to the following metrics and a case study in one of their white paper guides:

• Improved conversion rates at every stage of the demand waterfall, most significantly at the top of the funnel
• Nearly eliminated “unrated” leads in its database as a result of the discovery nurture
• Increased suspect-to-MQL conversion rate from 8% to 11% on net new leads entering the system
• Saw an additional 30% of “suspects” (or new visitors) convert to MQLs over time due to its seed nurture
• Drove a 64% increase in SQL productivity from corporate sales development through cultivate nurtures
• Increased by 118% the number of opportunities entering the pipeline