The 4 Types of Marketing Metrics That Matter Most for Your Business

Brian Honigman on marketing metrics,


One of the biggest problems many businesses face, especially B2B, is figuring out how to appropriately measure there marketing campaigns on an ongoing basis.

The issue is usually two-fold; many organizations haven’t established clear goals for their marketing and are overwhelmed by the vast amount of data available about their business.

To correct this, your organization must established a few clear goals for what you’re looking to achieve with your marketing efforts and how these goals impact your overall inbound marketing funnel.

A goal for your marketing could be to drive more leads into your funnel, which could be accomplished through the execution of a few different tactics.

Often the more difficult hurtle to cross when measuring your success is dealing with the barrage of data your analytics offers, which can be remedied by focusing on a few key metrics to help avoid measurement paralysis.

Here are four types of metrics your business should focus on when regularly measuring your marketing campaigns. These types of metrics represent the type of interactions a customer will have with your company across the inbound marketing funnel.

1. Viewership Metrics:

The first stage of the marketing funnel where you’re reaching your customers for the first time or reengaging them again is the exposure stage.

Measure early stage interactions of your marketing messaging with viewership metrics to best understand how much of your content was seen by the right people, whether that’s articles reads, videos watched, cases studies reviewed etc.

Use viewership metrics to better understand the fundamental building blocks of your marketing campaigns to help move the right users down the funnel closer to a conversion in a following stage.

2. Engagement Metrics:

A more in-depth type of metric to analyze, engagement metrics allow your organization to better understand not only what marketing messaging was viewed, but also what actions were taken with it.

For example, if your organization is focusing on a Facebook campaign then it’s important to look deeper than viewership of that content and take a look at what level of engagement it received through sharing, comments, likes and other actions.

Engagement metrics highlight what a user did with your marketing messaging after it was viewed, which often helps inform the success of that content and the overall sentiment it helped established with your audience.

Just become a company’s marketing efforts were seen doesn’t necessarily mean they were received well, which is why engagement metrics help clarify the value of your viewership.

These metrics are often associated with a user that is deeper in the funnel, since they interact with your business in a more compelling manner than just reading an article or watching a video.

3. Lead-Based Metrics:

The actions of individuals deeper along the funnel should be measured with lead-based metrics since they’re most likely to convert into a lead due to their repeat interactions with your business and it’s messaging.

It’s more likely these individuals will become leads since they’ve taken time to interact with your business in a few different instances, which implies they found value and utility from each experience.

When a person subscribes to your email marketing, becomes a contact in your CRM after downloading an eBook, reaches out for more information on your services from a sign-up form or takes another related action moving them closer to becoming a customer, then they’ve become a lead.

Behind measuring sales, lead-based metrics are the most important to monitor since they inform if the individuals that your business has gotten the attention of through your messaging are not only consuming and interacting with it, but also find ongoing value from this content.

The more interactions a lead has with your business, the more willing they are to trust your organization and make a purchase after receiving repeated value.

Understanding how many interactions a lead typically has before becoming a customer is one metric to consider when trying to understand how to best drive demand for your business at this stage of the funnel.

4. Sales Metrics:

The most important metrics to take into account are sales metrics, since they help your marketing team understand which actions lead to revenue for your business.

Sales metrics are key to understanding the flow of a prospect from their initial exposure to your business at the beginning of the funnel to the final conversion of a lead into a customer at the end of the funnel.

These type of metrics help your marketing team identify the most profitable paths across your inbound marketing funnel with the hopes of being able to support these paths and generate more sales from them for your organization in the future.

What metrics does your marketing team use to understand the success of your messaging? What are the biggest problems your team faces when it comes to effective measurement practices? Share your thoughts below.

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Brian Honigman
Content Marketing & Social Media Consultant
http://www.brianhonigman.com/