Inbound marketing metrics are a major struggle for marketers. Since every organization is like a snowflake, what metrics are right for you. The following SlideShare contains three universal B2B inbound marketing metrics to use as a starting point.

1. B2B Inbound Marketing
Metric Essentials
Joe Granda | Global Marketing Executive | Technology
SEO Social Media
Email
Marketing
Landing
Pages
Content
Creation
Reputation
Management
Lead
Generation

2. Marketers struggle most with metrics-driven challenges
Marketing Reality

3. The most important goal for lead generation – improving the
quality of leads – is also the most significant barrier to success
Source: State of Lead Generation Survey, Ascend2 and Research Partners, August 2016
Marketing Reality

4. Optimize Your Inbound Marketing Processes
• SEO
• AdWords
• Retarget / Remarket
• Blog
• Communities
• Social Media
Strangers
• Landing Pages
• Forms
Visitors • Inside Sales
• Nurture Email
• Referral Program
Leads
• User Group Meeting
• Newsletters
• Advisory Boards
Customer
Monitor and track actions throughout the buying journey. Metrics will reveal if you are making the most of
inbound prospects at their ‘moments of truth.’ How many are taking desired actions? Are leads high quality
considering time and team investment? Is traffic improving? Are they engaged?
Marketing Reality

5. Every organization is like a snowflake.
However, the following are three universal
metrics to use as a starting point.

6. Conversion Rates are critical to evaluate campaigns
Describes the rate at which prospects take desired actions to progress from one stage in the
marketing funnel to the next.
E-commerce measures % who purchase.
Landing pages being filled out is another key conversion measure.
Prospect to Marketing Qualified Leads. Be judicious to respect sales resources.
MQL to SQL validates lead quality from marketing. Can also use appointment rate.
Stage conversion rates should be used to see trends of winning and losing.
Apply resources to address what you learned.
Google Analytics and Adobe Omniture are excellent tools to track digital marketing.
Essential Metrics

7. Website and blog traffic shows if marketing results in
unique page views
This metric doesn’t have the weight of conversions but it does help give an indication whether your
activities are working.
See if the traffic is growing, stagnant, or declining as well as see the impact of promotions.
Breakdown the view by unique and repeat visitors to understand if you are attracting new
visitors and building loyal followers.
You should understand which sources are driving traffic – direct, organic search, referral, and
social – to optimize what you’re doing. A balanced set of sources offers the least risk.
Tracking blog traffic helps you understand impact of thought leadership and on site traffic.
Alexa, SpuFu, and SimilarWeb offer the ability to benchmark against competitors.
Essential Metrics
“71% of bloggers who maintain blogs for a business report that they have increased their
visibility within their industries through their blogs.” (Source: Impact Branding & Design)

8. Measure Engagement for social media
Engagement (likes, comments, shares, mentions, etc.) monitors how your fans actively engage
with your brand and your content - sharing and talking amongst the right audiences.
Though valuable to see if your fan base is growing, reach (# of followers) only measures
the size of your audience.
Open your door to communication and make sure there is consistent time investment.
Send the message you care!
HooteSuite, Sprout Social, and BuzzSumo are popular tools to monitor social media.
Essential Metrics

9. The more you measure, the better prepared to make decisions
The essential metrics summarized earlier are a simple subset of metrics you should track. Be
scientific with your approach by capturing data both in the physical and digital world. When
possible, integrate the information in your marketing automation and CRM tools.
Measure win rate for opportunities in the pipeline and breakdown into various categories.
Capture length of time in each stage to identify bottlenecks then provide additional
resources to correct.
Watch email engagement trends with opens/clicks along with appointments.
Utilize historic and predictive scoring to put the hottest leads in front of the sales reps.
If you are in SaaS, the key figures you must know are Average Recurring Revenue, Churn,
Customer Acquisition Cost, and Customer Lifetime Value to optimize your sales and marketing.
Additional Metrics

10. Joe Granda
Global Marketing Executive
Technology
linkedin.com/in/jgranda/