The War Room
Question
Post

Are there any Marketing metrics you care about?

Other than volume of MQLs [Marketing Qualified Leads], are there any metrics you actually care about that are marketing-centric? NPS? Web traffic? etc.


Please share and breakdown what marketing metrics you like to keep tabs on and why.

πŸ“Š Metrics
4
salesnerd
WR Officer
+16
Head of Growth
Unsubscribe rates of marketing emails...
CadenceCombat
Tycoon
+13
Account Executive
Lolz
SalesPharaoh
Politicker
+8
AM BDR
Hahaha
exec
Catalyst
+5
Account Executive
We own accounts through their 1-year renewal, so I glance at NPS responses here and there. IMO the majority of the revenue-related KPI's marketing focuses on are entirely dependent on sales ability to close deals so I ignore everything elseΒ 
CadenceCombat
Tycoon
+13
Account Executive
Makes sense
businessdevelopment
Opinionated
+1
Business Development
Insights from social media engagement e.g. comments/responses to content from my company, competitors and external partners

You can find good insights, data, opportunities in dialogue taking place online (depending on your market, of course).
CadenceCombat
Tycoon
+13
Account Executive
πŸ‘
SalesPharaoh
Politicker
+8
AM BDR
How do you get this though? I think there are dedicated companies that extracts that info no? I don't think the average person would be able to do it...
FullyDiluted
Opinionated
+6
Account Director
ICP Meetings

Our company went through a thorough ICP evaluation and identified 500 companies that are really really good fits for us.Β  I keep track of how many Meetings our Marketing team generates from that list.
CadenceCombat
Tycoon
+13
Account Executive
That's cool. I like that.
MadtownAM
Senior Account Executive
How many customers opt out of all emails from my company.... it's great
CuriousFox
WR Officer
+11
Senior Account Executive
I am not a fan of them sending automatic emails. Since they do (I don't have access to stop it) I make sure to review who has opened the emails, and who has unsubscribed.Β 
SalesPharaoh
Politicker
+8
AM BDR
Nobody is haha
Curb_Your_Bro_Thusiasm
WR Officer
+3
Founder
Conversion rate of website traffic into demo requests- Does our website make it easy for people to understand our value prop and take action?


Conversion rate of content interactions into qualified opportunities- Do our thought leadership pieces and resources drive interest in our product or does it attract tire kickers?


Brand awareness as measured by followers, engagement with content on company social pages- Makes a lighter lift on calls if people already have some knowledge/positive ideas associated with your company


Conversion rates of company sponsored events into qualified pipeline- Do our events effectively address pain points in a way that makes folks want to talk to us?

This isn't an exhaustive list, but that's the overlap in what marketing and sales care about in most environments I've been in. There's a lot to be learned from how prospects and customers respond to your company's messaging in understanding what truly engages the folks you want to speak with. That is literally marketing's job: To understand this and use it to drive revenue.Β 
CadenceCombat
Tycoon
+13
Account Executive
@Curb_Your_Bro_ThusiasmΒ - Yeah but most of those points you listed essentially point to MQLs...

Obviously, MQLs feed into sales so sales is going to care about that. Wasn't looking for a list of all the points of intersection between Marketing and Sales... Or a description of the job function of Marketing...

The question is... What Marketing metrics do YOU care about outside of MQLs within the context of your current job.
Curb_Your_Bro_Thusiasm
WR Officer
+3
Founder
It seems we don't exactly define MQLs the same way. The conversion metric of website visits to demo requests is very different from that of a content download. Many companies call a content download an MQL, even referring to them as "inbound leads"Β  and that is actually the metric I care least about.Β 

But, I very much care about the rate at which marketing drives demo requests. If they are nailing that consistently, it makes it much easier for me to understand how much time I need to spend on other activities in pursuit of quota.Β 


Ex: Quota is 100k/ quarter, ACV is 10k, Marketing Drives 10 demo requests which I close at 30%. Now I know what my prospecting efforts need to yield in order to hit my number. If I don't care about that marketing metric , I'm not likely to include it in my plan to hit quota in a predictable way and I'm frankly working harder not smarter.Β 

What I've listed here are not simply an overlap in how these teams should work together, it is precisely what is setting me apart from my counterparts in my current role, for the reasons listed. Additionally, I think many sales reps could stand to take another look at a description of the marketing function instead of dismissing it as not useful information. If marketers are experts at understanding an audience and moving them to act, why wouldn't we as sales folks concern ourselves with how they do that so we can replicate those behaviors and results at the individual level?Β 

To each his own, but in my experience, caring about a wide range of marketing metrics and the function itself, is the cheat code.
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