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23
GOALS METRICS How important are
the metrics your
organization uses?
Regardless of how effective they are at content
marketing, B2B marketers consistently cite sales
lead quality, sales, and higher conversion rates as
the top 3 most important metrics.
Most Important Metrics
B2B Content Marketers Use
87%Sales Lead Quality
Sales
Higher Conversion Rates
Sales Lead Quantity
Website Traffic
Brand Lift
Customer Renewal Rates
84%
82%
71%
71%
69%
66%
SEO Ranking
Subscriber Growth
Purchase Intent
67%
62%
64%
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Note: Percentagescomprisemarketerswhorated
eachmetrica4or5ona5-pointscalewhere5=“Very
Important”and1=“NotatAllImportant.”
Note: Additionalmetricsratedasimportantwere
QualitativeFeedbackfromCustomers(61%),Data
Capture(60%),TimeSpentonWebsite(59%),Inbound
Links(54%),SocialMediaSharing(50%),andCost
Savings(36%).
Sales lead quality, sales,
and higher conversion rates
top the list
SPONSORED BY

23
GOALS METRICS How important are
the metrics your
organization uses?
Regardless of how effective they are at content
marketing, B2B marketers consistently cite sales
lead quality, sales, and higher conversion rates as
the top 3 most important metrics.
Most Important Metrics
B2B Content Marketers Use
87%Sales Lead Quality
Sales
Higher Conversion Rates
Sales Lead Quantity
Website Traffic
Brand Lift
Customer Renewal Rates
84%
82%
71%
71%
69%
66%
SEO Ranking
Subscriber Growth
Purchase Intent
67%
62%
64%
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Note: Percentagescomprisemarketerswhorated
eachmetrica4or5ona5-pointscalewhere5=“Very
Important”and1=“NotatAllImportant.”
Note: Additionalmetricsratedasimportantwere
QualitativeFeedbackfromCustomers(61%),Data
Capture(60%),TimeSpentonWebsite(59%),Inbound
Links(54%),SocialMediaSharing(50%),andCost
Savings(36%).
Sales lead quality, sales,
and higher conversion rates
top the list
SPONSORED BY

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