{"id":140,"date":"2023-02-25T14:53:01","date_gmt":"2023-02-25T14:53:01","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=140"},"modified":"2023-02-25T14:53:01","modified_gmt":"2023-02-25T14:53:01","slug":"four-key-metric-groups-for-b2b-marketers","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/four-key-metric-groups-for-b2b-marketers\/","title":{"rendered":"Four Key Metric Groups For B2B Marketers"},"content":{"rendered":"

The following is\u00a0my latest monthly Analytics column, originally published\u00a0on ClickZ. You can read all my\u00a0previous columns\u00a0on\u00a0ClickZ\u00a0here.<\/em><\/p>\n

While on the consulting side, I spent a good deal of my time working on B2B technology and healthcare companies.<\/p>\n

I worked on digital marketing and analytics for products as niche as flatscreen monitor mounts for hotels and other large scale application to recruiting and staffing software to hospital information systems.<\/p>\n

If you\u2019re into really technical stuff and specific sectors it\u2019s some of the most rewarding marketing you can do. Especially as a consultant as you get to learn a little bit about many different areas from subject matter experts.<\/p>\n

With that, B2B is such a great space for marketers because nearly all the pieces are just so measurable. That means we can be accountable, shift efforts to what\u2019s working best and deliver on experiences, content and ideas that delight our customers.<\/p>\n

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Today I thought I\u2019d review four of types of metrics key to succeeding in the B2B marketing space that my most successful clients focused carefully on (and just a few sample metrics as a summary after each section).<\/p>\n

1. Lead generation metrics<\/b><\/h2>\n

Without question this should be the main area of focus for marketers and analysts in the B2B space.<\/p>\n

Why? Well, without a steady supply of leads none of us are going to keep our jobs for long. It\u2019s simply what we\u2019re accountable for in\u00a0B2B marketing.<\/p>\n

But let\u2019s go further: we still won\u2019t keep our jobs if we just generate a glut of leads that never convert to sales. So, when I say lead generation, I am speaking strictly with a focus on qualified leads generated, not simply filling the funnel with random contacts for the sake of checking a box.<\/p>\n

As we generate qualified leads and measure the channels and tactics that do so (for example, paid search, email, social ads) over time we can refine campaigns and approach so we\u2019re fishing where the big fish are.<\/p>\n

The best marketers also make sure to measure ROI and close the loop fully on their marketing (tools like\u00a0cost data import\u00a0in Google Analytics make this process much easier).<\/p>\n

Sample lead gen metrics<\/p>\n