Big data might be major buzzword right now, but it’s also a serious issue for B2B marketers. With so much available data from your web analytics programs, how do you focus on what matters – on what’s really going to move the needle for your most important prospects? This quick guide will show you the Top 5 Metrics that matter most for B2B marketers.

1. 5
KPIs
Every
Marketer
Should
Measure

2. Top 5 Sweet Spot Marketing Metrics
Every
B2B
marke9ng
professional
should
be
measuring:
• Overall
visits
by
industry
and
company
size
• Conversion
rates
by
industry
and
company
size
• Source
of
traffic
by
industry
and
company
size
• Named
Account
behavior
• Engagement
&
conversion
of
companies
in
your
Sweet
Spot
Confidential | © Demandbase 2012 All rights reserved. Slide 2

3. Overall visits by industry and company size
• METRIC:
Measuring
campaign
results
rate
by
target
ver?cal
• ACTION:
Target
your
website
visitors
and
deliver
relevant
campaigns
based
upon
company
size
and
industry.
Confidential | © Demandbase 2012 All rights reserved. Slide 3

4. Conversion rates by industry and company size
• METRIC:
Form
Conversion
Rates
for
companies
by
industry:
Retail,
Healthcare,
Technology,
Government,
Financial,
etc.
Are
our
SMB
pages
truly
aJrac?ng
SMB?
• ACTION:
Op?mize
form
landing
pages
for
low
performing
industries/
segments.
Confidential | © Demandbase 2012 All rights reserved. Slide 4

5. Source of traffic by industry and company size
• METRIC:
Where
is
your
best
traffic
coming
from?
Traffic
source
by
industry
or
company
size.
• ACTION:
Invest
more
dollars
in
SEM
and
adver?sing
dollars
for
the
traffic
sources
that
are
bringing
you
in
the
sweet
spot
visitors.
Confidential | © Demandbase 2012 All rights reserved. Slide 5

6. Named Account Behavior
• METRIC:
Named
account
custom
segment
report.
• ACTION:
Iden?fy
named
accounts
visi?ng
your
website
and
alert
sales
or
marke?ng
for
further
engagement.
Confidential | © Demandbase 2012 All rights reserved. Slide 6

7. Engagement & Conversion of Companies in your Sweet
Spot
• METRIC:
Combine
key
variables
to
align
with
your
target
audience
and
focus
on
the
sweet
spot,
measure
traffic
and
engagement
by
your
custom
segment.
• ACTION:
Set
KPI's
against
your
custom
segment,
develop
campaigns
and
messaging
to
support
growth
and
engagement
for
your
target
audience
Confidential | © Demandbase 2012 All rights reserved. Slide 7