The Top Inbound Metrics for B2B Marketers
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Leads from SEO, social media, and PR often cost less and convert at a higher rate than leads generated from traditional outbound campaigns. But inbound marketing isn't free. As savvy B2B marketers shift more of their marketing resources into driving inbound leads, many are struggling to demonstrate the effectiveness and ROI of their inbound marketing efforts. That's no surprise given that there are dozens of inbound marketing metrics out there—each of which tells only part of the story. If you're like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline. So which metrics actually prove that your inbound efforts are doing exactly that? Which are important indicators of future success? And which metrics are just noise? Check out these slides from the free seminar from Optify and MarketingProfs, and discover the top metrics you need to track to ensure that your inbound programs are making the right impact.
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The Top Inbound Metrics for B2B Marketers
- 1. Top Inbound Metrics for B2B Marketers Speakers: Morgan Stewart, Trendline Interactive Uri Bar-Joseph, Optify Tuesday June 26, 12pm ET (9am PT)
- 2. Morgan Stewart As CEO of Trendline Interactive, Morgan’s focuses on how trends in consumer behavior impact marketing performance. Morgan currently leads primary research for MarketingProfs, his research is frequently cited in industry publications, and his work has been featured in general business publications including Fortune, Forbes, and Newsweek. In addition to conducting extensive primary research, he works with clients to apply these insights to develop cutting-edge communication strategies that have a direct impact on the bottom line.
- 3. Uri Bar-Joseph Uri Bar-Joseph is a key player in the Optify marketing team, with deep expertize in tracking and analyzing the inbound marketing metrics that matter most to B2B marketers. As well as being responsible for reporting on Optify’s internal marketing metrics, Uri works closely with the product development team to ensure that the Optify product meets the closed- loop reporting needs of professional B2B marketers.
- 4. About Optify
- 5. What we’ll cover today • How to cut through the noise • Inbound vs. outbound • Metrics that matter – Web site effectiveness & reach – Social media effectiveness & reach – Inbound marketing ROI • Q&A
- 7. 100 Ways To Measure Social Media by David Berkowitz, 360i 1. Volume of consumer-created buzz 29. Pageviews (for blogs, microsites, 51. Method of content discovery (search, channels (e.g., call centers, in-store) for a brand based on number of etc) pass-along, discovery engines, etc) 77. Savings generated by enabling posts 30. Effective CPM based on spend per 52. Clicks customers to connect with each 2. Amount of buzz based on number of impressions received 53. Percentage of traffic generated from other impressions 31. Change in search engine rankings earned media 78. Impact on first contact resolution 3. Shift in buzz over time for the site linked to through social 54. View-throughs (FCR) (hat tip to Forrester Research 4. Buzz by time of day / daypart media 55. Number of interactions for that one) 5. Seasonality of buzz 32. Change in search engine share of 56. Interaction/engagement rate 79. Customer satisfaction voice for all social sites promoting 6. Competitive buzz the brand 57. Frequency of social interactions per 80. Volume of customer feedback generated 7. Buzz by category / topic 33. Increase in searches due to social consumer 8. Buzz by social channel (forums, 58. Percentage of videos viewed 81. Research & development time saved activity based on feedback from social social networks, blogs, Twitter, etc) 34. Percentage of buzz containing links 59. Polls taken / votes received media 9. Buzz by stage in purchase funnel 35. Links ranked by influence of 60. Brand association 82. Suggestions implemented from (e.g., researching vs. completing publishers 61. Purchase consideration social feedback transaction vs. post-purchase) 10. Asset popularity (e.g., if several 36. Percentage of buzz containing 62. Number of user-generated 83. Costs saved from not spending on videos are available to embed, which multimedia (images, video, audio) submissions received traditional research is used more) 37. Share of voice on social sites when 63. Exposures of virtual gifts 84. Impact on online sales 11. Mainstream media mentions running earned and paid media in 64. Number of virtual gifts given 85. Impact on offline sales same environment 65. Relative popularity of content 86. Discount redemption rate 12. Fans 38. Influence of consumers reached 13. Followers 66. Tags added 87. Impact on other offline behavior 39. Influence of publishers reached 67. Attributes of tags (e.g., how well they (e.g., TV tune-in) 14. Friends (e.g., blogs) 15. Growth rate of fans, followers, and 40. match the brand's perception of 88. Leads generated Influence of brands participating in itself) 89. Products sampled friends social channels 16. Rate of virality / pass-along 68. Registrations from third-party social 90. Visits to store locator pages 41. Demographics of target audience logins (e.g., Facebook Connect, 17. Change in virality rates over time engaged with social channels Twitter OAuth) 91. Conversion change due to user 18. Second-degree reach (connections 42. Demographics of audience reached 69. ratings, reviews Registrations by channel (e.g., Web, 92. Rate of customer/visitor retention to fans, followers, and friends through social media desktop application, mobile exposed - by people or impressions) 43. Social media habits/interests of application, SMS, etc) 93. Impact on customer lifetime value 19. Embeds / Installs target audience 70. Contest entries 94. Customer acquisition / retention 20. Downloads 44. Geography of participating 71. Number of chat room participants costs through social media 21. Uploads consumers 72. Wiki contributors 95. Change in market share 22. User-initiated views (e.g., for videos) 45. Sentiment by volume of posts 73. Impact of offline marketing/events on 96. Earned media's impact on results 23. Ratio of embeds or favoriting to 46. Sentiment by volume of impressions social marketing programs or buzz from paid media views 47. Shift in sentiment before, during, and 74. User-generated content created that 97. Responses to socially posted events 24. Likes / favorites after social marketing programs can be used by the marketer in other 98. Attendance generated at in-person 25. Comments 48. Languages spoken by participating channels events 26. Ratings consumers 75. Customers assisted 99. Employees reached (for internal 49. Time spent with distributed content 76. Savings per customer assisted programs) 27. Social bookmarks 100.Job applications received 28. Subscriptions (RSS, podcasts, video 50. Time spent on site through social media referrals through direct social media interactions compared to other series)
- 8. How your buyers are influenced on their journey • Search • Social Media • Website • Website • Sales Rep • Social Media (Validation) • Sales Rep • Website • References
- 9. Inbound versus outbound Inbound Outbound • PPC • SEO • Online • Social Media advertising • PR • Email blasts • Direct • Trade shows • Word of Mouth • Direct mail • Referrals • Print advertising • Content • Telemarketing
- 10. Inbound versus outbound Inbound Outbound • Easy to create • High quality and ramp up • Higher conversion • Measureable rates and predictable • Further down the • You control funnel everything • Hard to build • Lower • You don’t control it conversion rates • Hard to predict • Expensive • Hard to measure • Early in the buying cycle
- 11. Do you know your split? Inbound Outbound Traffic 16,000 (58%) 11,600 (42%) Leads 320 (35%) 580 (65%) Opportunities 48 (45%) 58 (55%) Cost $3,000 $14,500 (15%) (85%)
- 12. WEB SITE EFFECTIVENESS & REACH
- 13. Your web site has to be great
- 14. Effectiveness
- 15. Top website effectiveness metrics Conversion rate Leads Opportunities (and visits)
- 16. Important website effectiveness indicators Lead conversion rate trends Time on site Page views Bounce rate Returning visitors
- 17. Reach “the total number of different people or households exposed, at least once, to a medium during a given period.”
- 18. Top website reach metrics Visits by referring domains Visits by referring keywords Media / blogs – driven by PR Total visits efforts Visits per keyword Directories / listing services Number of keywords Partners
- 19. Website reach indicators # inbound links and domains Brand mentions (Google alerts) Keyword ranking
- 20. SOCIAL MEDIA EFFECTIVENESS & REACH
- 21. Marketers have embraced social media
- 22. And the majority use it to drive awareness & exposure
- 23. But they still struggle to track things important to management
- 24. For Social Media to drive leads, you must first REACH your audience # followers / fans / members # tweets, re-tweets, mentions # likes # comments
- 25. “Anybody can post a Tweet or a status update on Facebook, but the brands and people who are being the most successful are really taking into account who their audience is, what they care about, and how they can stand out...” – Jordan Viator Slabaugh, Spredfast
- 26. Top social media effectiveness metrics # visits # leads # opportunities Segmented by social media channel
- 28. (Gain from Investment – Cost of Investment) Cost of Investment
- 29. What cost items should you include? • PR firm fees • Content development costs – employees and contractors • SEO costs – employees and contractors • Don’t forget time
- 30. Use closed-loop reporting to demonstrate ROI
- 31. Using metrics for planning You have $24,000 to invest on improving results. Where should you spend it?
- 32. Using metrics for planning Scenario #1 – Increase Visitor Goal • $2,000 monthly content development budget • Expect 5% increase in traffic month- over-month • Yields $39,955 more in profit vs. maintaining status quo • ROI = 66%
- 33. Using metrics for planning Scenario #2 – Increase Lead Capture Goal • $24,000 project for extensive capture testing and optimization • Estimate a 50% increase in lead capture rate • Will take 1 month to run and implement • Profit yield from 11 months @ higher capture rate is $56,100 • ROI = 134%
- 34. Key takeaways Focus on what’s important Have infrastructure and tools to capture key metrics (KPIs) Always have a baseline Use KPIs in planning and adjust accordingly
- 35. www.optify.net 1 (206) 388-4234 (phone) 1 (877) 2OPTIFY (toll-free)
Editor's Notes
- Morgan starts hereThere are a lot of metrics out there in the inbound marketing space. During this Webinar we’ll be examining which IM metrics prove that your efforts are driving leads and pipeline, which metrics are indicators of future success and which are just noise. By focusing on the first two categories you’ll be able to stay on the right course and maximize the effectiveness of your IM programs.Webinar will cover Web site effectiveness & reachSocial media effectiveness & reachInbound marketing ROI
- Speak to cutting through the noise
- One historical misconception about social media is that it is not measurable. This is incorrect. Social media is very measurable. We can measure more things in social media than marketers have ever been able to measure in the past. This list was compiled by David Berkowitz, a well-respected leader in the social media marketing space, to prove this point.The reality is not that things can’t be measured. Instead, it is that TOO MUCH can be measured… there is a lot of noise out there… and this can become a trap if marketers do not pay close attention to where they focus their measurement efforts.
- Uri takes over hereLet’s start by focusing our topic on Inbound Marketing metrics, but first we need to clearly define the inbound tactics we’re going to measure.Inbound vs OutboundEarned Media vs Paid MediaPull vs PushLet’s categorize the different tactic first so know what we’re measuring later. So what is Inbound? Inbound is all the tactics that make people come to you, come in. Whereas outbound are all the tactics that include you going out to bring people in.With these definitions, you can see that under outbound we include: SEO, social media, PR, referrals, word of mouth, content, PR. Outbound will include all the heavily paid tactics – ads, PPC, email blasts, tradeshows.
- The main differences between the two categories is not just how you get the leads, but it include the work you need to put in and how predictable it is. There are clear advantage to Outbound over Inbound: it’s more predictable, you control the message, the landing page, the audience, it’s easier to measure and prove ROI and let’s face it, it’s just easier. But the big disadvantages are that it’s very expensive and it gets you lower quality leads.Inbound on the other hand, drives more quality leads and the conversion rates to opportunities are higher. But it’s hard to build, it’s hard to predict and it’s hard to measure.And that’s what we’re going to help you do today.
- But before we jump into the metrics, I want to make one important point: I’m not against outbound, (and this webinar is a proof for that), I’m actually responsible for mostly for outbound tactics, but I understand the importance of knowing your split. Whatever you do, you at least have to know where leads and opportunities are coming from so you can build something like the table on this slide.
- And with that said, let’s jump into the metrics. For both the website metrics and social media metrics, we talk about effectiveness and reach. I will define both shortly. But we will also show you the important metrics to measure for each and the KPI’s; the “valves” on your pipeline, the “dials” you can play with to optimize your work and the indicators that will tell you if you’re going in the right direction.
- Your website is the first opportunity you get to make a good impression. And studies after studies have shown that it has a crucial part in influencing a purchase decision. But when it comes to inbound, it’s actually serve as the gate keeper to your entire organization. Imagine a job interview. The company that invited you in have read your resume, got some good referrals on you, they might even talked to you on the phone, but when you come in to the in person interview, it’s the first time they get to see if what they thought and heard about you, match their expectations. Your website is the in-person meeting and you want to make the best impression, one that matches their expectations and that will get you the job.
- So we measure effectiveness – How effective your website is in getting you more qualified leads and opportunities.Since you have less control over the landing page and conversion rate, you need to measure the overall effectiveness of your website in converting traffic to leads and opportunities
- The best way to measure effectiveness is conversion rates, from traffic to leads, from leads to opportunities and from opportunities to deals. But your website effectiveness is measured mainly by the conversion rate from traffic to leads. Are you making the right impression on your visitors, does it match their expectations? Is your website optimized for conversion? You will know all of that if you measure inbound traffic, leads and opportunities and their corresponding conversion rates.
- Overall traffic growthLead conversion rate trendsPageviewsBounce rates
- Because you’re not buying the placements, and have less control over where your content will show up, you need to measure the “reach” of your content. But since it’s hard to really know where everything is, you can use proxies such as visits from referring domains and from referring keywords. You can also try to tag every link you put out there and track it back .
- # inbound links and domainsBrand mentions (Google alerts)Keyword ranking
- Morgan takes over here
- There are two aspects of social media. First, it is about driving awareness. Then it is about ensuring that the awareness is positive / supported by the online community.
- Also point out ROI – major gap in desire and ability to report
- Top Metrics for Measuring Social Media ReachNumber of followers / fans / membersNumber of Tweets, Re-Tweets, mentionsNumber of likesNumber of comments
- Hard Metrics for Measuring EFFECTIVENESSNumber of visits to your websiteNumber of leadsNumber of opportunities (ALL Measured By Social Media Channel & Campaign)Soft MetricsCustomer SentimentRatings and Reviews
- Hand back to Uri