8/6/2019 KPIs for Marketing Reference Card NuRevenue

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40-40-20 Rule1 30-20-10 Rule2

Campaign Performance (conversion rates) 3

Response Rates by Marketing Channel 4

Email Performance by Industry Group 5

version 1.1 / June 2011

2011 nuRevenue Partners Inc. www.nurevenue.com

description LOW % MED % HIGH %

Suspect Pool campaign target market 1,000 100% 1,000 100% 1,000 100%

1 Inquir ies responds to campaign 10 1% 50 5% 90 9%

2 Inquiry to Qualif ied Lead signs-up for offer 0.40 4% 5 9% 14 15%

3 Qualified Lead to Prospect meets BANT criteria* 0.11 28% 2 39% 7 50%

4 Prospect to Sale commits to purchase 0.03 23% 1 29% 2 35%

KPIs Key Performance Indicators for Marketing Reference Card

If your marketing efforts are concerned with generating sales leads, then one of the

longest-standing rules of response marketing should interest you:

40%

40%

20%

of your marketing success is based on your OFFER(whatincentive you are using to produce a response from your

prospect).

of your marketing success is based on how well youvetargeted your AUDIENCE (either by media selection,marketing channel, or by the list youve acquired).

of your marketing success is based on how relevant yourCREATIVE is to your target audience.

In the world of outbound response marketing, this rule has been validated countless times over the decades. While

the numbers are never exactly right, they provide good directional insight for your campaigns. Are you getting your

fair share of immediate-, short-, and longer-term opportunities?

While you still need to achieve break through, this rule explains why a well-crafted letter,

put into the hands of a highly qualied prospect, can produce excellent response rates.

under6 months

6-12months

over12 months

business

growth

lead generation

program

30% of all

inquiries will buyfrom some vendor

within 6 months

30% 20% 10%

20% of all

inquiries will buyfrom some vendor

between 6-12months

10% of all

inquiries will buyfrom some vendor

after 12 months

M

arketing Chann

el l

ow high

Direct Mail 1.2% 4.8%

Print 0.03% 0.05%

Outbound Telemarketing 8.7% 13.4%

Email: Open 14.7% 29.6%

Email: Clickthrough 2.3% 8.0%

Banner Ads: Clickthrough 0.1% 2.4%

Paid Search: Clickthrough 0.1% 16.9%* BANT criteria = Budget, Authority, Need, and Timeframe

kcilCetaRnepOpuorGyrtsudnIetaRkcilCetaRnepOpuorGyrtsudnIetaRkcilCetaRnepOpuorGyrtsudnIetaRkcilCetaRnepOpuorGyrtsudnI Rate

Business Products & Services - General 21.9% 4.9% Consumer Products - Pharmaceutical 26.5% 8.4% Financial Services - CC/Banks 28.9% 7.8% Retail - Electronics 24.3% 6.4%

Business Publishing/Media - General 18.0% 5.4% Consumer Publishing/Media - General 16.5% 7.7% Financial Services - General 34.2% 8.3% Retail - General 22.1% 7.3%

Consumer Products - CPG 18.2% 9.0% Consumer Services - General 19.6% 4.2% Non-Profit/Education - General 30.4% 3.1% Retail - Specialty 18.6% 4.0%.32secivreS/ytilatipsoH/levarT%1.4%5.41lerappA-liateR%7.5%4.32moceleT-secivreSremusnoC%9.6%4.22lareneG-stcudorPremusnoC 1% 5.0%

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version 1.1 / June 2011KPIs Key Performance Indicators for Marketing Reference Card

Sources

2011 nuRevenue Partners Inc. www.nurevenue.com

10%

23%

30%

18%

19%

0-10%

11-25%

26-50%

51-75%

76-100%

Search Engine Optimization (SEO) Metrics 6

Percentage of inbound website trafcfrom organic search

(n = 2,194 companies)

Search engine ranking based ontarget keyword usage

(n = 2,194 companies)

34%

34%

15%

10%

7%

Positions 1-3

Positions 4-6

Positions 7-11

Page 2 ofsearch results

Greater than page 2of search results

Percentage of total sales lead volumegenerated by organic search

(n = 2,194 companies)

Quality of leads generatedby organic search

(n = 2,194 companies)

24%

26%22%

15%

13%

0-10%

11-25%26-50%

51-75%

76-100%

22%

70%

8%

The quality is mixed

These areour highestquality leads

Thequalityis low

The data assembled for this KPI Reference Card is not readily available from any one source. As a result,

multiple sources have been used to compile directional benchmarks that should be of value to marketers

hoping to compare their performance to broader industry performance. If you have any questions or

comments about this data, please feel free to email us at info@nurevenue.com.

1 Russell M. Kern, Sure-Fire Direct Response Marketing, 2001.

2 Adapted from: Bob Stone, Ron Jacobs, Successful Direct Marketing Merthods, 2008; Russell M. Kern,

Sure-Fire Direct Response Marketing, 2001; Bob D onath, et al., Managing Sales Leads: How to Turn

Every Prospect into a Customer, 1994; Cahners Business Information, 1996; Advertising Research

Foundation, 2008.

3 MarketingSherpa.com, Marketing Benchmark Survey, 2011; Sirius Decisions, Field Marketing 2.0:

The Heart of Growing Conversion Rates, 2008; MarketingSherpa.com, Lead Rate Comparisons 2010;

Aberdeen Group, Predictive Anayltics - Driving Sales With Customer Insights, 2010; nuRevenue live

market data.

4 Epsilon Email Institute, Q4 2009 Email Trends and Benchmark, 2010; MarketingSherpa.com,

Marketing Benchmark Survey, 2011; DoubleClick for Advertisers, 2009; MarketingProfs.com, Digital

Marketing Factbook, Spring 2010; Direct Marketing Association, Response Rate Trend Report, 2010;

MailChimp.com (based on 273 million email results).

5 MarketingProfs.com, Email Marketing Factbook, 2010.

6 MarketingSherpa.com, Search Marketing Benchmark Report - SEO Edition, 2011.

The information in the charts below is drawn from 2,194 companies, 80% of which have undertaken Search Engine Optimization (SEO) practices.