The only way to demonstrate the true impact of marketing investments is to holistically integrate varied metrics that map back to stages in the purchase funnel. This is where the focus shifts from quantity to quality—honing in on next-generation KPIs that provide (and prove!) value:

• Tailored audiences: Know the universe you’re trying to reach, but avoid the temptation to be too narrow in your targeting.
• Engagement: Meaningful interaction with your marketing materials, from reads to shares to direct communication with your team. It’s important to optimize engagement throughout your campaigns.
• Nurturing: Are you focusing on quantity of leads or really looking at quality?
• Conversions: Track your true objective. There is a difference between leading indicators like CPC and actual outcomes (i.e. event attendees) .
• Quality of leads: 100 meaningless leads? Or 10 that were exactly your target audience?
• ROI attribution: Specifically linking ROI to granular marketing tactics.

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

These are relevant ONLY if the are directly related to overall business metrics. KPIs are a function of those overall metrics.

Digest...

Below are seven ways to approach KPI’s in order to determine which metrics to optimize.

#1: Page Level Measuring

#2: Synchronizing Your Team for the Same Goal

#3: Individual Team Goals

#4: Conversion Funnel Drops Outs

#5: Improving Return Visit Rates

#6: Total Keyword Searches

#7: KPI Agreement (Between Team and/or Clients)

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Basic/ Digest...

Scenario #1: You need brand awareness.

• Look at traffic.
• Look at search engine rankings.
• Look at social media reach.

Scenario #2: You need to grow your database.

• Look at blog visits.
• Look at social media reach.
• Look at landing page traffic and conversions.

Scenario #3: You need more qualified leads.

• Look at call-to-action clickthrough rate (CTA CTR).
• Look at landing page conversion rates.
• Look at work rates.

Scenario #4: You need to close more business. 

• Look at lead-to-customer conversion rates.

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Basic/ Condensed...

Here are some new KPIs you should consider if you want to be a Moneyball Marketer:

• ROI per Lead: The return on investment of each lead takes into account the cost associated with each lead, the lifetime value of the customer, the number of leads generated by the campaign/channel and conversion rate. Each individual metric can be misleading, which is why you need to track them all.

• Prospect to Pipeline: What’s the typical prospect-to-pipeline conversion rate of each of your company’s product-market fits, channels, and campaigns? When AG Salesworks and The Bridge Group conducted a study of 1,000 prospects, they converted 32 of them into the pipeline. That’s a 3.2% prospect-to-pipeline rate – is 3.2% right for your organization?

• ROI per Referral: This is a catch-all KPI to measure the effectiveness of each of your online channels (inbound or social), landing pages, or affiliate sites. Don’t just measure the traffic and conversion rate per referral. Some referrals provide great lead-gen but poor closing rates. Others may only benefit SEO.

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Intermediate/ Digest...

Though marketing and sales are often different departments, in the end their goal is the same – to bring more customers into the company. Which is why it’s important to make sure they’re aligned, and that communication is constantly flowing between the two teams.  One of the best ways to do this is by watching and sharing metrics that are essential to your bottom line.

This eBook covers 10 of these essential marketing and sale metrics, detailing:

• What each metric means
• Formulas for calculating them
• Why they’re important for sales
• Why they’re important for marketing
• And more

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Basic/ Digest...

Here are some new KPIs you should consider if you want to be a Moneyball Marketer: 

• ROI per Lead: The return on investment of each lead takes into account the cost associated with each lead, the lifetime value of the customer, the number of leads generated by the campaign/channel and conversion rate.
• Prospect to Pipeline: For each product-market fit, channel and campaign, there is likely a typical prospect to pipeline conversion rate.
• ROI per Referral: This is a catch-all KPI to measure the effectiveness of each of your online channels (inbound, social), landing page or affiliate sites. Don’t just measure the traffic and conversion rate per referral. Some referrals provide great lead-gen but poor closing rates.

Whether or not you want to call this growth hacking or not, a Moneyball Marketer’s playbook is different from a traditional marketer’s:

• A/B Test Everything Including the Product: One of the unique characteristics of Moneyball Marketing is the iterative relationship between marketing and product. A/B testing is a simplification of this relationship. Based on the responsiveness of your leads and customers, refine the product based on customer feedback, measured product engagement and net promoter scores.
• Content Marketing as a Media Product: Content Marketing is not new. There’s real saturation but people are still innovating with content. You want content pieces that are so good, people will share it or discover it on their own.
• Do Something New: Unfortunately, growth hacking is all about what’s the new wave. If someone has widely blogged about a new way to market their product, it’s likely the effectiveness has already hit diminishing returns. Experiment and play around with your channels, product and allies to see what may work.

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Expert/ Digest...

Whether we deal directly with search engines or not, content marketers have never really been as interested in keywords as the SEO industry — which is why now is our time to shine. Finally we’re in agreement that how we’re finding content is less important than what we’re actually finding.

A content audit is intended to identify “low hanging fruit,” so auditing a sample of pages is the most efficient way to do this. If you’ve undertaken any kind of keyword research, you’ll already have identified the pages that will provide you with the biggest opportunities.

1. Check which pages rank best for your target keywords

We’re looking to influence ranking pages, so the first step is to find out which pages are ranking most strongly for your chosen keyword set. We employ our own purpose-built rank checking software, but the Rank Tracker tool on Moz.com can do this for you, as well. It also provides a useful look at whether the ranking for your page has changed recently.

2. Choose your KPIs

In 2014, the search engines are rewarding sites that create rewarding experiences for users (rather than those that just pander to their algorithms), so incorporating engagement metrics such as page views, bounce rates, and exit percentages can provide a good indication of how useful the page actually is. For example, pages that rank well but have a huge bounce rate aren’t likely to rank well for long, so now is the time to do something about it.

3. Dig into the data

The best way to work out what a user would do on a page is to have a look yourself. Google softened its Panda algorithm because only a real person can decide how useful a piece of content is — bounce rates and exit percentages might tell you that your content isn’t as useful as it could be, but to find out how to improve it you’ll have to read it.

4. Prioritize your actions

A comprehensive catalog of your pages — and recommended actions to take with them — is the aim of the exercise, but this can be a daunting task. Here’s where the “content types” field can come in handy. Look for patterns — it may be that you find the descriptions on your e-commerce product pages are duplicated, for example — and make changes to sections of your site based on how damaging they’re likely to be on your rankings and conversion rates. This could be an extensive task, like rewriting all your product descriptions, or it could be relatively minor edits like changing headlines.

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Basic/ Summarized...

1. Unique page visits

2. Downloads

3. Time on page

4. Inbound links

5. Shares

6. Comments and interactions

7. Cost Per Click (CPC)

8. Cost Per Lead (CPL)

9. Lead generation

10. Annual Contract Value (ACV)

11. Influence

12. Conversion rates

13. Followers and/or subscribers

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