B2B Inbound Marketing Metric EssentialsJoe Granda | Global Marketing Executive | Technology

SEO Social MediaEmail

MarketingLanding Pages

Content Creation

Reputation Management

Lead Generation

Marketers struggle most with metrics-driven challenges

Marketing Reality

The most important goal for lead generation – improving the quality of leads – is also the most significant barrier to success

Source: State of Lead Generation Survey, Ascend2 and Research Partners, August 2016

Marketing Reality

Optimize Your Inbound Marketing Processes

• SEO

• AdWords

• Retarget / Remarket

• Blog

• Communities

• Social Media

Strangers

• Landing Pages

• Forms

Visitors• Inside Sales

• Nurture Email

• Referral Program

Leads

• User Group Meeting

• Newsletters

• Advisory Boards

Customer

Monitor and track actions throughout the buying journey. Metrics will reveal if you are making the most of

inbound prospects at their ‘moments of truth.’ How many are taking desired actions? Are leads high quality

considering time and team investment? Is traffic improving? Are they engaged?

Marketing Reality

Every organization is like a snowflake. However, the following are three universal metrics to use as a starting point.

Conversion Rates are critical to evaluate campaignsDescribes the rate at which prospects take desired actions to progress from one stage in the marketing funnel to the next.

E-commerce measures % who purchase.

Landing pages being filled out is another key conversion measure.

Prospect to Marketing Qualified Leads. Be judicious to respect sales resources.

MQL to SQL validates lead quality from marketing. Can also use appointment rate.

Stage conversion rates should be used to see trends of winning and losing. Apply resources to address what you learned.

Google Analytics and Adobe Omniture are excellent tools to track digital marketing.

Essential Metrics

Website and blog traffic shows if marketing results in unique page viewsThis metric doesn’t have the weight of conversions but it does help give an indication whether your activities are working.

See if the traffic is growing, stagnant, or declining as well as see the impact of promotions.

Breakdown the view by unique and repeat visitors to understand if you are attracting new visitors and building loyal followers.

You should understand which sources are driving traffic – direct, organic search, referral, and social – to optimize what you’re doing. A balanced set of sources offers the least risk.

Tracking blog traffic helps you understand impact of thought leadership and on site traffic.

Alexa, SpuFu, and SimilarWeb offer the ability to benchmark against competitors.

Essential Metrics

“71% of bloggers who maintain blogs for a business report that they have increased their

visibility within their industries through their blogs.” (Source: Impact Branding & Design)

Measure Engagement for social mediaEngagement (likes, comments, shares, mentions, etc.) monitors how your fans actively engage with your brand and your content - sharing and talking amongst the right audiences.

Though valuable to see if your fan base is growing, reach (# of followers) only measures the size of your audience.

Open your door to communication and make sure there is consistent time investment. Send the message you care!

HooteSuite, Sprout Social, and BuzzSumo are popular tools to monitor social media.

Essential Metrics

The more you measure, the better prepared to make decisionsThe essential metrics summarized earlier are a simple subset of metrics you should track. Be scientific with your approach by capturing data both in the physical and digital world. When possible, integrate the information in your marketing automation and CRM tools.

Measure win rate for opportunities in the pipeline and breakdown into various categories.

Capture length of time in each stage to identify bottlenecks then provide additional resources to correct.

Watch email engagement trends with opens/clicks along with appointments.

Utilize historic and predictive scoring to put the hottest leads in front of the sales reps.

If you are in SaaS, the key figures you must know are Average Recurring Revenue, Churn, Customer Acquisition Cost, and Customer Lifetime Value to optimize your sales and marketing.

Additional Metrics

Joe GrandaGlobal Marketing Executive

Technology

linkedin.com/in/jgranda/