10 Nirvana has arrived. Here are 10 full-funnel metrics to prove your contribution to the business – and let sales know how well you support them.
Marketing Metrics You Need to Know
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10 Metrics Every Marketer Needs to Know
Marketers. Great news. You now have the real data to help make smarter investment decisions – and inform the C-suite.
You can use actual information to prove contribution to the
business, recommend improved processes, and find
opportunities where certain channels deliver better leads than
others. There’s also the opportunity to close the gap between
marketing and sales and improve acquisition and retention
efficiency – as well as enhance the customer experience.
So take a quick look – and get help if you need to
change your approach or tools to have access to this type
of information – and advance your marketing game to the
next level.
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10 Metrics Every Marketer Needs to Know
1 Leads Waterfall
Imagine knowing every day whether you
were on track to meet your leads goals for the
month, or not.
It gives you a chance to catch yourself as
your month progresses while you have time to
react and resolve. And you get to give the
business some predictability, the best friend of
any business.
Plus, you’ll now have monthly leads goals.
We suggest working these out with sales, so
you are I agreement – and working together
like never before.
“Now you’re
telling sales
how the
funnel looks,
and what the
marketing
effort is
delivering.”
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10 Metrics Every Marketer Needs to Know
2 Traffic Waterfall
This is the same concept as the Leads Waterfall except
for website traffic. You probably already have this with your
Google Analytics, but take a closer look. Think in terms of
people, not just page views. Who are they?
What channels are the using? What is their website
journey? And are there enough of them given your
conversion ratios?
3 Average Lead Close Rate
This is where some rubber hits the road. Do you or your
sales team even know the average rate at which your leads
close? You must because it helps monitor the quality of your
lead generation channels, content, and in deed your sales
team. Now there’s a metric you can use.
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10 Metrics Every Marketer Needs to Know
4 Leads Per Channel
Every channel will deliver differently in terms of volume,
type of people and likelihood of converting. For example, even
attendees may spend a lot of sales time and never convert,
while social followers may be your best ‘salespeople’ in terms of
referrals that close.
You probably also want to have a goal of x number of leads
per channel – and refine that over time to measure your ROI per
channel (another great metric we can discuss later).
This metric is also a great tool to provide incentives to your
marketing teams – and even measure you’re the effectiveness
and ROI of your agencies.
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10 Metrics Every Marketer Needs to Know
5 Close-Rate Per Channel
Related to metric 4, you need to know which channels work
best in terms of real customer acquisition.
Maybe SEO is your best volume-producing lead generation
channel for your business, and social media is one of your
smallest.
However, regardless of lead volume, it's possible that social
is driving more customers for your business!
That high close rate is also a very strong indicator of the
quality of those leads coming from that channel.
In other words, do more on that channel! It's your sweet
spot.
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10 Metrics Every Marketer Needs to Know
6 Leads Generated Per Offer
One great use of content, particularly premium or long-form
content, is to gate it behind a landing page to encourage your
visitors to fill out a form.
That content is often called an offer, because it's what you
are offering on that landing page. Track that offer through the
funnel to see your downloads, and conversion ratio’s to leads
and sales.
It will help you determine how effective different types of
offer content are to your marketing efforts and revenue
outcomes.
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10 Metrics Every Marketer Needs to Know
7 CTA Click-Through Rate
Our direct marketing background has
us all over CTAs (calls-to-actions). I know,
sounds boring. But, just consider, these
are the the mini "ads" that drive people to
your website/brand/content in the first
place.
By monitoring your call-to-action click-
through rate, or the rate at which people
visit a page and then click on the page's
CTA, you'll be able to understand how
valuable that offer is to incoming traffic.
It's also important to note that
sometimes, a CTA's performance can be
optimised simply by updating the CTA
itself.
So it's wise to test CTA variations like
colour, text, and position before you decide
to change your entire content strategy.
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10 Metrics Every Marketer Needs to Know
8 Traffic-Driving Keywords
Here is one of the most important metrics a marketer
can measure today – because it directly relates to traffic, and
lead generation – at almost no cost to the business.
Review how well your relevant keywords are performing
in search, not necessarily in terms of rank (although
important), but also in terms of the quality and conversion
rate of the traffic that it’s generating.
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10 Metrics Every Marketer Needs to Know
A Quick Note on MQLs
An MQL (Marketing Qualified Lead) is a lead that is
ready to be passed, and accepted, to Sales. You and
sales get to determine what makes up an MQL, from
filling out a form, to visiting your website five times,
downloading a specific document etc., and visiting your
product page.
This is up to you and determined in a Lead
Qualification Workshop.
The point is to know what leads are the most sales-
ready so you are passing only the right ones to your
sales team. Otherwise they go back to ignoring your
leads – and that is not where your future resides.
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10 Metrics Every Marketer Needs to Know
9 MQLs Per Channel Per Month
It would also be great to know if a particular channel is a
strong source of MQLs for your business. How many MQLs
do you get from your blog versus email marketing? Maybe
you'll learn that one channel is a better source for generating
newer leads who are still getting to know your business, but
another is great for nurturing to the MQL stage. This metric
would help you determine that. Now that we understand what
MQLs are, this is easy! How many of these MQLs are you
generating month over month?
Is it increasing? This is a good metric to know if you're
helping your leads get to the "marketing qualified" stage via
nurturing and more sales-driven content. You could also look
at this metric more closely by evaluating average MQLs per
business day.
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10 Metrics Every Marketer Needs to Know
10 MQL-Lead Conversion Rates
You are generating prospects on your website and nurturing
them through the funnel with ongoing connections including
texts, emails, content offers, invitations, and maybe telephone.
This process is likely different depending on the profile of
your lead, and determined in your Lead Management
Workshop.
Next question, are your leads making their way to MQL
status at the speed and percentage rates you need?
Too many leads and not enough MQLs will encourage you
to look at your nurturing program and MOF (Middle Of Funnel)
offers, and is a rate you want to grow.
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10 Metrics Every Marketer Needs to Know
We Build HubSpot Websites And the inbound content & campaigns to help you generate more sales-ready leads online.
Alex InBound Marketing evolved from the previously named Tolemy Communications. Over the years, we have had the pleasure to create websites plus a range of integrated content and campaigns for many leading global and Australian brands. We understand strategy, know how to manage and deliver projects to time and budget, and can help manage multiple stakeholders. We are serious about what we do - and we love it.
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