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The ROI Laboratory: 7 Key Metrics Every Content Marketer Should Be Measuring

As a content marketing director, you need to know how your program is doing and report results to your clients and/or superiors. With analytics packages these days, you can measure just about anything you can imagine. But can is not the same as should. Here are seven must-have metrics:



  1. Reach: This metric measures the total of a company’s email database, social media following, blog subscribers and anyone else touching your content or marketing messages. The key: It measures the very top of the sales and marketing funnel. 


  2. Leads Generated: This is the most typical marketing metric, because it’s important. The key: A lead, with contact information, can be moved through the sales and marketing pipeline.


  3. Visit-to-Lead Ratio: This measures how well calls-to-action and offers work. The key: It shows the quality of the marketing content—or lack thereof.


  4. Lead to Marketing-Qualified Lead (MQL) Ratio: You need to know how effective you are at converting leads beyond simply gathering contact information toward qualification. The key: Quality MQLs move further down the sales funnel toward becoming actual customers.


  5. Lead-to-Customer Ratio: This single metric tells you the overall effectiveness of your sales and marketing funnel. The key: While the other metrics track the various stages of the sales pipeline, this number helps everyone understand how the sales and marketing team is doing.


  6. Average Deal Size: Number of customers is important, but revenue is the ultimate goal. The key: Average revenue per customer account improves financials all by itself.


  7. Revenue: This is, literally, the bottom line of the entire sales and marketing team. So measure it both at the end of your sales cycle and also throughout the month. The key: Revenue metrics will tell you if you are on target to reach your goals—or not. No surprises.

All On One Easy-to-Use Dashboard

Compendium gives you a one-stop hub to analyze these critical metrics and others that may be meaningful to you. And it’s easy to share your results with full-scale reporting in all industry-accepted formats—including Microsoft Excel, Eloqua, Salesforce and most popular email platforms. Request a demo today.


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