Top 5 KPIs Every Marketer Should be Measuring

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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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Top 5 KPIs Every Marketer Should be Measuring

  1. 1. 5  KPIs  Every  Marketer  Should  Measure  
  2. 2. 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  Confidential | © Demandbase 2012 All rights reserved. Slide 2
  3. 3. 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.  Confidential | © Demandbase 2012 All rights reserved. Slide 3
  4. 4. 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.  Confidential | © Demandbase 2012 All rights reserved. Slide 4
  5. 5. 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.  Confidential | © Demandbase 2012 All rights reserved. Slide 5
  6. 6. 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.  Confidential | © Demandbase 2012 All rights reserved. Slide 6
  7. 7. 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  KPIs  against  your  custom  segment,  develop  campaigns  and   messaging  to  support  growth  and  engagement  for  your  target  audience  Confidential | © Demandbase 2012 All rights reserved. Slide 7

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