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B2B Metrics Your Sales and Marketing Teams Should Be Tracking

By Eric Dudley

Sales and marketing leaders know it’s important to track and optimize to the right B2B metrics that increase revenue growth and achieve goals. Despite B2B sales and marketing leaders’ recognition that tracking is a top priority, there are still many who don’t know exactly what their teams should be tracking.

“In research we [Forrester Research] conducted on how marketers manage performance, we were dismayed to find that only 10% of respondents felt that their marketing teams were effective at using data analytics to make decisions.”

Since these sales and marketing leaders are the conduit to explaining to C-suite how these B2B metrics can help maximize overall profit, customer growth and customer value - let’s make sure they have the roadmap to success. Here’s how your sales and marketing teams can effectively track and analyze B2B metrics and achieve revenue goals:

B2B Metrics Worth Tracking

MoM, YoY and QoQ Metrics

One way to keep track of short-term and long-term goals and leverage opportunities to gain traction is to track month-over-month revenue by channel and with attribution. Analyzing monthly performance with goals will give both your sales and marketing teams an upper hand with seasonality adjusted over prior period. At a high level, year-over-year (YoY) metrics, as well as quarter-over-quarter (QoQ) will help keep tabs on your B2B performance of your demand generation and lead nurturing programs and will help keep tabs on which programs need to be adjusted to fuel growth and achieve your goals.

The Most Effective B2B Channel: Email Marketing

From a July 2015 survey, 300 B2B and B2C applicants were polled on their most effective lead generation tactic. Of those 300 applicants, 80% were B2B leaders and 20% were B2C.

48% of respondents claimed their most effective lead generation tactic is email marketing.

With email rising above, it’s evident that it’s not only the most effective digital platform, but it’s the most effective B2B metric to track and analyze. Implementing an email marketing or marketing automation platform that allows your team to effectively track key B2B email metrics, will ultimately help align both sales and marketing teams when they are in sync and aligned.

Web Sourced Metrics

The second most effective digital asset, websites and landing pages can not only enhance the customer journey, but also help both marketers and sales leaders track ROI with micro and macro conversions. With the addition of web forms and newsletter signups, marketers can better track conversions, which in turn can greatly assist the sales team with context and insights as they have intelligent conversations with prospective clients.

Tracking monthly, quarterly and yearly campaigns is important to your overall demand generation performance and your website should be at the core at some point. If your website campaign performance is not being tracked, you won’t know which campaigns are generating MQLs and SQLs, therefore you will not know which campaigns are generating results and which ones to optimize.

These website and landing page B2B metrics are worth tracking:

  • Conversion rates: The percentage of visitors that have completed a desired action on your website’s landing page. Whether they’ve filled out a contact form or subscribed to your monthly newsletter, tracking conversion rates is one of the most important B2B metrics you can measure. Utilizing web analytics platforms to help you set goals, track progress and send leads to appropriate business development representative is significant to converting customers.
  • Keywords that drive engagement: As part of your inbound marketing strategy, make sure you’re optimizing keywords that are most searched by your target audiences, as well as ones that set your organization apart from competitors.
  • Channel specific traffic: Make sure you’re tracking the source of your traffic. This will help you further understand which channels are performing well, which are not and where to make adjustments.

Content Engagement Metrics

Creating content is significant to your brand; however, the content must resonate with your audience. Aligning content with your target persona and buyer stage is essential.

Valuable content metrics include click-troughs, time spent on page, as well as social shares. These can help your team determine what content connects with your target audience. By extracting valuable insights, both sales and marketing teams will increase qualified leads and in turn if nurtured effectively, revenue. Keeping tabs on your content metrics will help your team produce high-quality leads and customer growth.

Are your marketing and sales teams tracking the right B2B metrics to achieve lead and revenue goals? Contact us today to learn how we can help.

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