B2B Marketing Effectiveness Metrics & Reporting
Metrics prove what your marketing dollars are doing for you
Companies looking to grow sometimes hesitate to invest in marketing because they are afraid of wasting their money. You may have experienced that frustration yourself if you have tried various random acts of marketing without having any way to measure the results.
How can you tell if your marketing is working? And how will you know you’re getting what you pay for?
Here’s how: with comprehensive B2B marketing effectiveness metrics that measure key performance indicators (KPIs) for sales and marketing.
Marketing effectiveness metrics: don’t do marketing without them
At HELLO Marketing, we deliver marketing performance metrics to our clients for two reasons:
- To fully understand the results of our marketing efforts on your behalf, and use that information to improve upon your strategy and tactics.
- To show you exactly how much ROI you’re getting from digital marketing.
B2B marketing effectiveness metrics you should be tracking
To understand your marketing performance and maximize results, these are some of the digital marketing KPIs and lead generation metrics we monitor for you:
Traffic and channel sources:
How many visitors come to your website and where do they come from? We track traffic that comes from organic search (using a search engine like Google), social media, paid advertising, referral and direct traffic (people who get to your site by typing the address into their browser).
Landing page performance:
A landing page is where prospects “land” after engaging with your marketing content, whether it’s an ad, a blog, or a website page. The landing page captures information about the prospect, thereby turning that person into a lead. We build landing pages for your website for specific purposes. Then we track the number of views and the lead conversion rate for each one.
Email performance:
To measure the success of email campaigns, we monitor the number of subscribers to your email list. Then we track open rates, engagement and click through rates, and top performing emails.
Reputation:
With the rising influence of online review websites like Yelp, this area has become an increasingly important part of your digital presence. We can help you implement a reputation management program and monitor reviews online.
Paid advertising:
When you invest in paid advertising (PPC) campaigns, we track the resulting traffic to your website and the number of conversions. We monitor the results of each ad and adjust accordingly.
Top performing content:
Which of your website pages, blogs, and other content pieces are attracting the most visitors? Which pieces are converting visitors into leads?
Keyword rankings:
To measure the success of your search marketing (or SEO), we track how your website pages rank for specific keyword searches. We watch your rankings for phrases that are important for your business and how they change from month to month.
Competitors:
We look at various B2B marketing metrics to monitor how your website and your digital marketing stack up to your competitors.
Social media performance:
In addition to your website, we also engage your audience on all the social platforms where your buyers spend time. We measure results on each platform by tracking growth in followers, engagement levels, click through rates, and conversions.
Leads:
This is the number you’ve been waiting for! Every month, we not only track the number of new contacts and conversions, but we also look at the quality of leads we bring to you.
What tools do you need for B2B marketing metrics?
Marketing automation software: We use HubSpot as a marketing automation platform. It provides robust reporting capabilities, including a marketing metrics dashboard.
Google Analytics & Adwords validates the analytics from your marketing automation software, and provides additional insights.
Marketing effectiveness metrics: an illustration
When you work with HELLO Marketing, every month we’ll provide all the information you need to know exactly how well your marketing is working. AND you’ll see the real ROI you’re getting from your marketing dollars.
