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12 Marketing Metrics to give your full attention

In marketing, as a marketer, it can become overwhelming to keep on top of not just your different campaigns through various channels, but how are you reporting on this activity, results.

It really can go deep and sometimes too granular, focussing on areas because they are there and someone is asking for them - but do they actually do anything with the data. Or does it just appease their ego. It may just be something to look at and nod, approve or dismiss. But what i the actual impact.

Over time it has become apparent that the average marketer can become drowned in numbers and meaningless statistics. Throwing them into alternative perspectives to shed some light on them and give a positive reflection because you changed the date range or the source.

As a boss and a leader who has to make the final decision on the direction of everybody and their roles in  a company, the ideal situation is to have a concise number of meaningful stats which are instantly recognisable and relatable to the tangible value added (or not).

So every business has to find and document this group of metrics which are your weekly touch points. Are they up or are they down. And why did they go up or down.

What is the target for the month and what is the target for the year. Lnk each activity directly to the metric and the time spent doing that. For initial preparation and then the ongoing attention needed to scale and consistently perform that task.

Here are some of the most important marketing metrics for the B2B industry and you can consider adding them into your report. These will provide your business with a structure of clarity and accountability for sales, awareness and the leads generated.

1. Traffic

Traffic is an important signal to show if the marketing of the B2B is working. You need to figure out what traffic you are getting. You should also check the user persona, source of the traffic, their references, reason for the traffic and how you can improve this area.

2. Impressions

Just like traffic, impressions are also important. Impressions don’t tell much about the value of the efforts but they do provide evidence of engagement and impact.

3. Page Rank

You need to track where your site initially was and where it is now in terms of page ranking. The better page ranking you get, the more organic traffic you will receive. This is a powerful indicator to show success of any business.

4. Referral Sources

When you get organic traffic, it is imperative to track from where this traffic coming. You need to find out from where the users heard about you so that you can monitor that source more actively and get most out of it.

5. Like and Comments

The number of likes and comments on social site posts show the user engagement. If you have thousands of like and comments, your community is growing. Also track what the users talk about in the comments.

6. Shares and Followers

Everything inspiring or informative is shared by the users. If you will continue to provide something good to the users, your fan following will increase. You should also check the shares, who shares, what is the background of these users and the followers as well.

7. Bounce Rate

This is measured as the number of people who visited the site and left it immediately without any actions. If the bounce rate increases, it damages the site ranking as well as business reputation. You need to control it and take to the least so that more people stay and take actions on your site.

8. Lead Score

Like all above mentioned metrics, this one is also very important for B2B to track its performance, where things are right and what more needs to be done to correct the business directions and increases leads.

9. Page Per Session

This is the time and activities carried out by users when they navigate through the pages of your site. For example, when a user clicks on your site link and keeps checking other pages, the time of the sessions increases. So the more sessions mean, there is something interesting for them. This also reduces the bounce rate.

10. Retention Rate

This rate determines what number of customers a business has retained over a certain time period. The better retention rates a business has, the more trusted and reliable it is for the customers. It is actually the trust customers have in the business.

11. Average Sales

This factor can also help businesses track their performance and impact in the market as well as on customers.

12. Lead Response Time

The time spent by the salespersons to follow up the interested people who showed they might purchase something from your business. And what impact it had on the business.