What are the best B2B marketing metrics for you?

1 Objective-based metrics

The first step to selecting the best B2B marketing metrics is to define your objectives. What are you trying to achieve with your marketing efforts? Are you looking to generate awareness, leads, revenue, or retention? Depending on your answer, you will need to focus on different types of metrics that align with your desired outcomes. For example, if your objective is to generate awareness, you might want to track metrics like website traffic, social media reach, and brand mentions. If your objective is to generate leads, you might want to track metrics like conversion rate, lead quality, and cost per lead.

2 Funnel-based metrics

The second step to selecting the best B2B marketing metrics is to map them to your funnel stages. Your funnel is the process that your prospects go through from becoming aware of your solution to becoming loyal customers. Each stage of the funnel has different characteristics, challenges, and opportunities that require different marketing tactics and metrics. For example, at the top of the funnel, you might want to track metrics like impressions, clicks, and bounce rate to measure how well you are attracting and engaging your audience. At the middle of the funnel, you might want to track metrics like downloads, sign-ups, and demos to measure how well you are nurturing and qualifying your leads. At the bottom of the funnel, you might want to track metrics like sales, revenue, and retention to measure how well you are closing and retaining your customers.

3 Data-based metrics

The third step to selecting the best B2B marketing metrics is to use the data sources that are available and reliable for you. Depending on your industry, size, and budget, you might have access to different tools and platforms that can help you collect and analyze your marketing data. For example, you might use Google Analytics, HubSpot, or Salesforce to track your website, email, and CRM data. You might use Facebook, Twitter, or LinkedIn to track your social media data. You might use Moz, SEMrush, or Ahrefs to track your SEO data. The key is to use the data sources that are relevant, accurate, and consistent for your marketing goals and activities.

Choosing the best B2B marketing metrics for you is not a trivial task. It requires a clear understanding of your objectives, your funnel, and your data sources. By following these three steps, you can select the metrics that will help you measure and improve your B2B marketing performance and results.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?