Metrics are fast becoming the B2B marketers new best friend. As we begin to take on responsibility for more of the sale funnel and ultimately revenue generation, our reliance on metrics increases. We need to learn a new language – one based upon return on investment and productivity. With metrics we can show the value of marketing, effectively manage our marketing investments, and ensure we’re putting our budget dollars in the best places to drive business.
Today, there are countless methods to measuring marketing. Unfortunately, not all metrics are created equal. For example, if driving web traffic is one of your key goals, you may focus on low cost, high volume sources of traffic. However, the audience you’re drawing to your web site may not fit your target audience and do little to actually drive business. So which metrics should you be tracking? And how do you leverage this data for the best insight?
Picking the right metrics matters. Here are twelve metrics that can help ensure you’re choosing the best marketing investments for your business: