LeadMD, a marketing automation and CRM services company, recently reported results of a marketing automation usage study, which found that programs yielded more than $300 million in marketing-created, top-line revenue. The data was collected from more than 8,000 customer marketing programs implemented through the Marketo platform, as part of a 2011 Marketing Automation Benchmarking Study.
After six months of lead management utilizing marketing automation, LeadMD customers saw an additional $10.2 million in net new monthly revenue, according to the company.
“Every year we like to look back and see the marketing automation success our customers realize by way of the data,” said Justin Gray, CEO, LeadMD. “LeadMD’s clients sent out more than 500 million emails last year, but we wanted to know what those emails, combined with other marketing automation activities, equated to. Now we have a benchmark and are excited to show other mid-market companies what can be achieved when a marketing automation program is implemented well.”
One third of all LeadMD customers involved Marketo's Revenue Cycle Analytics product, and a total of 20% of LeadMD’s clients were considered “dormant” on the Marketo platform at the time of engagement, according to a company release. Nearly all of them became active, progressive users within four months. The area LeadMD is seeing as most effective is lead nurturing, as customers that had launched at least 12 nurturing campaigns over an average of 24 weeks, saw an average lift in qualified leads of 76%.
The full 2011 marketing automation benchmarking will be available for download on the company web site on March 15, 2012.