5 B2B Marketers Share Their Go-To Metrics
April 20, 2017
When B2B buyers complete roughly nine-tenths of their decision-making process online, it only makes sense that digital marketers should be more responsible for moving prospects down the path to purchase.
That’s where metrics and analytics come in. Backed by hard data, B2B marketers can show direct connections between their work and brand awareness, conversions, and, ultimately, revenue. That’s what Proof Week is all about.
While the five sophisticated marketers below use a variety of B2B marketing metrics to gauge success and make smarter decisions, they also play favorites. Read on to see if you should be adopting these metrics for your own.
Doug Kessler • Co-Founder & Creative Director • Velocity Partners Ltd.
I think I’d use shares, which I love as a metric—some people call it a vanity metric, but hey, I’m vain. I think shares are a great indicator someone not only likes your content, but is willing to put their name alongside it and share it. If the right people are sharing, you’re doing something right. Maybe subscribers would be ahead of that. It’s a fantastic asset, but I think I’ll stick with shares.
Amanda Maksymiw • Content Creation & Strategy • Fuze
I really love knowing content MQLs—Marketing Qualified Leads. I really love knowing what assets are that final thing that pushes people over the edge—that conversion. I always want to know the content I’m creating is driving toward that end goal, the closed deal. So much of content is influence, and I just love knowing what things are converting.
Andy Crestodina • Co-Founder & Strategic Director • Orbit Media Studios
Upper funnel: Total traffic, but a layer deeper—traffic from each channel. It’s there you can look at the three main channels: Search, social and email. For search you need to be looking at the total number of non-branded key phrases Google is sending your highest value traffic. Vanity metrics often have a bad reputation, but if you’re watching social traffic you’ll want to understand the quality of traffic and follower growth specific to each network. For email, you’ll need to understand your rate of subscriber growth and how consistently you’re getting traction from that—activity like open rates.
Lower funnel: Find the metric that correlates a visitor converting to a lead and focus heavily on that. For some, metrics like time on site can often give you actionable insights. If people are seeing 10 or 12 pages without taking an action, perhaps your site is confusing. If people are only seeing two to three pages before leaving, then perhaps the source of traffic isn’t delivering the most targeted visitors.
Nick Panayi • Head of Digital Marketing & Global Brand • DXC
I’d say the ratio between Marketing Qualified Leads (MQLs) to Sales Accepted Leads (SALs). This is a very important hand-off. If you fail at the hand-off you lose credibility with sales. We treat this hand-off very carefully and actually spend a lot of energy shooting holes into our own leads before we give them to sales. We qualify, we put humans on top of it, we double qualify and handhold leads to make sure that ratio stays in the mid-80s to 90 percent.
Jon Miller • CEO & Co-Founder • Engagio
It depends on what kind of marketer you are. If your deals are less than six figures, you’re in the world of high velocity—what I call “fishing with nets” or traditional demand generation. In this case, you’ll focus on traditional waterfall metrics such as MQLs and marketing sourced pipeline. Now, if your deals are into six figures, you’re doing what I call “fishing with spears”—more account-based marketing. You’ll focus on metrics like the number of accounts you have in each stage of your cycle, the conversion rate from stage to stage, and the velocity of movement from stage to stage. If you only have one metric, then measure what matters—revenue.
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