IS YOUR TEAM TRACKING THESE KEY METRICS?

MARKETING LEADER’S CHECKLIST

Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 2

MARKETING LEADER’S CHECKLISTIS YOUR TEAM TRACKING THESE KEY METRICS?There is so much advice out there about how to track the ROI of your content marketing

efforts. You can find info for B2B, B2C, large companies, small companies, startups, financial

companies, healthcare companies, media companies, etc. Yet even with all of this information

available, only 27% of marketers feel they are tracking content utilization metrics effectively.

To help save you time scouring the internet for information on how to close the loop, we’ve

compiled a list of key metrics that you and your team should be tracking in order to achieve

your marketing goals. Whether you’re hoping to attract more leads, increase conversion or

delight your existing customers, you’ll need to stay focused on these key metrics in order to

optimize your efforts over time.

Take a minute and go through this checkilist with your team. Make sure someone is

accountable for tracking each of these things and discuss whether there are additional metrics

you should be measuring based on your specific business, product/service, or outreach

strategy.

“A little bird told them” isn’t an actionable answer when asking your team where prospects are learning

about your brand! Metrics & tracking are key to understanding.

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INCREASE BRAND &PRODUCT AWARENESS GOAL 1

Most marketers would like to increase awareness of their product/service and brand

throughout the marketplace. If this is a key objective for you and your team, you need to look

for trends in three key areas: website visits, social followers, and content consumption. These

metrics will help you think more critically about your messaging, website design and content

distribution in order to evolve and improve over time...

Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics?

INCREASE BRAND &PRODUCT AWARENESS

CHECKLIST 1

WEBSITE TRAFFIC

Website visits

Time spent on site

Pages viewed each visit

Traffic sources

SOCIAL ENGAGEMENT

Followers / friends / likes

Shares & retweets

Reach

CONTENT CONSUMPTION

Blog visits & subscriptions

Video views & engagement

eBook / white paper / etc. downloads & engagement

Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 4

It’s not enough for your team to launch campaigns and relax with their ”heads in the clouds.” They’ll need to utilize these key metrics to evaluate what’s working and recreate pieces that could capture

more, high-quality leads.

CAPTURE MORE,HIGH-QUALITY LEADS GOAL 2

If you already have a great awareness base, you might be focusing on making sure a good

portion of your audience can become qualified leads. Your team should be focused on

creating compelling offers with helpful emails, social posts (paid and organic), presentations

and more. So how do you track your success? Keep your eyes on a few key metrics...

Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 5

CAPTURE MORE,HIGH-QUALITY LEADS

CHECKLIST 2

LEAD GENERATION METRICS

Form conversion rates from content, email, newsletter, etc

Email open rates & conversion offer click-through rates from nurturing and campaigns

Number of outbound emails as part of offers & nurturing campaigns

PPC & sponsored post spend & click-through

Conversion from social posts & shares

Webinar / presentation / event attendance

Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 6

To keep your revenue ”growing like bamboo” your marketing team will have to hand off a high number of

marketing-qualified leads to your sales teams each month.

CONVERT MORELEADS INTO SALES GOAL 3

Once you have a healthy number of leads in your pipeline,

you’re probably thinking about how to push them down the

funnel in order to hand off highest number of highly qualified

leads for sales. Hopefully, you’ve created content to educate

and inform each of your buyer personas in each stage of the

buying process and are leveraging that content to nurture leads

down the funnel. Once you have that in place, you’ll need to

track the following metrics in order to evaluate and improve

your lead nurturing tactics...

Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 7

CONVERT MORELEADS INTO SALES

CHECKLIST 3

LEAD CONVERSION METRICS

Lead time in various funnel stages - how long it takes prospects to go from top to

middle to bottom

Number of touchpoints at each funnel stage

Number of “inroads” for each persona/stage - how many places can a new lead go to

get into your pipeline and be nurtured?

Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 8

Your team must have a ”deep rooted” understanding of how each of your customers is using your product to

clearly predict and prevent churn.

BUILD CUSTOMERLOYALTY & RETENTION GOAL 4

You have worked hard to build a large audience, nurture

quality leads and close a lot of sales. Congratulations!

Unfortunately, your work can’t stop here. If you want to

delight your customers and keep them coming back for

more (who doesn’t?), you need to create and maintain a

smart content marketing strategy for this unique portion of

your audience. Once you have a strategy in place, evaluate

and tweak it using the following metrics…

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BUILD CUSTOMERLOYALTY & RETENTION

CHECKLIST 4

CUSTOMER LOYALTY METRICS

Social sharing / conversation among customers

Newsletter subscribers

Email forward rates

Product engagement measurements including logins, emails received, interactions, etc.

Community interaction on forums, knowledge bases, etc.

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About Docalytics

GOT IT?Do you need additional clarification on these metrics? Are you wondering what tools are available to help you and your team track these key data points? Here are some additional resources to help you learn more:

- eBook: Tracking Marketing Effectiveness: 3 Critical Content Metrics- eBook: A Field Guide to the Four Types of Content Marketing Metrics- Blog Post: 53 Actionable Content Marketing Metrics- Infographic: How Marketers Are Measuring Content

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Docalytics’ powerful cross-platform technology allows customers to track user interaction with documents and sales collateral such as whitepapers, eBooks, case studies, presentations, sell sheets and other documents.

Docalytics empowers businesses to produce better content, get more sales-ready prospects and prioritize sales outreach.

For the first time your sales and marketing teams will be able to track exactly how prospective customers engage with your content - while more efficiently capturing lead data as a prospective customer engages with the document versus having to capture everything upfront before a visitor can determine the relevancy of the content.

For more information visit www.docalytics.com

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