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Big data might be major buzzword right now, but it’s also a serious issue for B2B marketers. With so much available data from your web analytics programs, how do you focus on what matters – on what’s really going to move the needle for your most important prospects? This quick guide will show you the Top 5 Metrics that matter most for B2B marketers.
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5 KPIs Every Marketer Should Measure
Slide 2 Confidential | © Demandbase 2012 All rights reserved.
Top 5 Sweet Spot Marketing Metrics
Every B2B marke9ng professional should be measuring:
• Overall visits by industry and company size
• Conversion rates by industry and company size
• Source of traffic by industry and company size
• Named Account behavior
• Engagement & conversion of companies in your Sweet Spot
Slide 3 Confidential | © Demandbase 2012 All rights reserved.
Overall visits by industry and company size
• METRIC: Measuring campaign results rate by target ver?cal
• ACTION: Target your website visitors and deliver relevant campaigns based upon company size and industry.
Slide 4 Confidential | © Demandbase 2012 All rights reserved.
Conversion rates by industry and company size • METRIC: Form Conversion Rates for companies by industry: Retail,
Healthcare, Technology, Government, Financial, etc. Are our SMB pages truly aJrac?ng SMB?
• ACTION: Op?mize form landing pages for low performing industries/segments.
Slide 5 Confidential | © Demandbase 2012 All rights reserved.
Source of traffic by industry and company size
• METRIC: Where is your best traffic coming from? Traffic source by industry or company size.
• ACTION: Invest more dollars in SEM and adver?sing dollars for the traffic sources that are bringing you in the sweet spot visitors.
Slide 6 Confidential | © Demandbase 2012 All rights reserved.
Named Account Behavior
• METRIC: Named account custom segment report.
• ACTION: Iden?fy named accounts visi?ng your website and alert sales or marke?ng for further engagement.
Slide 7 Confidential | © Demandbase 2012 All rights reserved.
Engagement & Conversion of Companies in your Sweet Spot
• METRIC: Combine key variables to align with your target audience and focus on the sweet spot, measure traffic and engagement by your custom segment.
• ACTION: Set KPI's against your custom segment, develop campaigns and messaging to support growth and engagement for your target audience