In today’s business climate, what does it take to run an effective marketing program that successfully captures the attention of viable prospects and then converts them into long-term customers? Identifying your overall business goals and then tracking the key marketing metrics that align with those goals should be your top priority. After all, if you’re not measuring your marketing program’s performance, how can you know if you’re on the path to productivity, growth, and success?
Vertify has extensive experience working with corporations in many different verticals, and because of that, we can help you keep tabs on the right data. Take a look at seven of our marketing metrics best practices and start asking yourself — what are the right data points to measure for your business? Together, let’s find the marketing metrics that matter most to you.
1. Marketing Average Days to Close
By tracking how long it takes a lead generated from a marketing campaign to transition to a closed piece of business, your marketing team will better understand when they need to ideally kick off a campaign or sales engagement in order to close the deal by a certain target date. There is currently no other platform that tracks this, making Vertify your go-to partner when measuring this metric.
Learn more: Take the Vertify Marketing Analytics tour
2. Marketing Qualified Leads (MQL)
A Marketing Qualified Lead (MQL) is a lead who has indicated interest in what a brand has to offer based on marketing efforts, or is otherwise more likely to become a customer than other leads. More often than not, an MQL has already taken the first steps to become a customer and is primed to receive additional information. A universal metric used by marketing teams to measure the quality of leads they generate and pass to sales, this metric uniquely aligns sales and marketing, allowing both teams to work synergistically in today’s revenue operations revolution.
Read more: Talking MQL vs MQL with HubSpot
3. Lead Conversion Rates
The Lead Conversion Rate is the percentage of visitors who come to your website and are captured as leads, making this metric one of the most important conversion metrics. It proves your ability to attract the right target audience and the efficiency at which your website turns them into prospects. On any given day, there are a variety of visitors coming to your website for a myriad of different reasons. Whether following a link while conducting research or clicking on a targeted ad, all visitors have value. Remember — anyone can become a viable prospect at any given time. Some come to you with quite a bit of knowledge and are primed to begin a trial or download a PDF, while others are very new to your product or service and need to be nurtured closely.
Read more: 5 KPIsAll Sales Leaders Should be Measuring, with Outreach
4. Cost of Customer Acquisition
Cost of customer acquisition (CAC) is an important marketing metric that considers how much it costs, on average, to convert a lead into a customer. Ultimately, this metric can help a company understand which campaigns work and which ones may have been a waste of money. So as not to overvalue this metric, be sure to consider CAC alongside the other marketing metrics that matter to fully understand the effectiveness of your overall marketing efforts.
Learn more – watch: How to Calculate Your Customer Acquisition Cost with Dan Martell
5. Website Engagement
When it comes to marketing, metrics such as website traffic, get a lot of attention. However, there’s so much more to measuring website metrics than just the number of visitors to your site. Is your marketing strategy simply driving traffic, or are you attracting potential customers with the intent to buy? Understanding engagement on your website will give you more valuable insight into the role your site plays in the overall success of your marketing efforts. To fully comprehend your site’s engagement, be sure to track the following metrics:
- Bounce rate – Did visitors come to your site and then bounce right back to their search engine?
- Pages per session/page depth – Once visitors clicked on your site, did they stick around for a while? What did they do next?
- Time on page/average session duration – How long are visitors engaging with your site content? Are their needs being met and are you resonating with them?
- Click-through rate – What needs to be refined to encourage visitors to click through more?
- Exit rate – When are visitors most likely to leave your site? What do you need to tweak so visitors are enticed to stick around longer?
- Returning visitors – Are people coming back to your website for more information? What can you do to encourage repeat visitors?
- New leads/leads per visitor – How is your conversion rate? Are you improving the quality of your site content regularly so that your visitors are actually becoming buyers?
Link sharing – Are visitors sharing links to your website via social media or on their own website? How many more people are exposed to your content, thanks to link sharing?
To learn more about how Vertify can support your marketing program’s performance, check out our products or request a demo today. Together, let’s identify revenue-focused marketing analytics that matter and start tracking the right data points that will lead your team to success.
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