Can you remember a time when you played a sport purely for the love of the game? Going back to the innocence of childhood you probably didn’t even keep score because it was just a joy to play. With age came that competitive spirit and the need to keep score drove recognition of winners and losers. There was a time when marketing was done seemingly for the pure joy of marketing because no one was really keeping score. Those days are gone.
Successful marketing professionals today not only keep score, but they make most, if not all, of their decision based on the analytics of their campaigns. Successful marketing professional build out lead-to-cash demand generation infrastructures and strategize ways to balance inbound and outbound activities while coming in at or under allotted budgets.
For those of you who read this blog often, you know we are big fans of HubSpot and their inbound marketing blog. Recently they gave sage advice on the “15 Metrics Every Marketing Manager Should Be Tracking” and they bear repeating:
- Lead waterfall
- Traffic waterfall
- Average lead close rate
- Average leads per business day month over month growth
- Month-to-date goal per channel
- Close rate per channel
- Paid versus organic lead percentage
- Leads generated per offer
- Landing page new contacts rate
- Call-to-action clickthrough rate
- Traffic-driving keywords
- Total Marketing Qualified Leads per month
- Marketing Qualified Leads per channel
- Percent of leads that are Marketing Qualified Leads
- Marketing Qualified Lead conversion rate per offer
We still believe you can just do marketing for the pure love of marketing, but you also have to keep score religiously, plan accordingly and adjust frequently to stay competitive in today’s marketing battlefields.
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