B2B enterprises need to have effective metrics that measure the marketing success in place to improve the presales operations.
Many businesses have vanity metrics in place to portray how they stand apart from the competition by determining their individual growth. Organizations instead should set measurable Key Performance Indicators (KPIs) and branding metrics to prove the success of their marketing campaigns. CMOs should consider setting comprehensive KPIs to measure the overall performance of the marketing operations in every aspect.
Here are a few B2B marketing metrics that the majority of CMOs tend to overlook:
Evaluate the content quality of the current digital assets
Businesses need to conduct an in-depth audit to determine what content topics are performing well for the presales teams. B2B Content marketing is one of the most significant ways to increase awareness about the products and services offered. However, many marketers find it difficult to track marketing success from a content perspective. All the content created by the enterprises will gain a different type of traction that attracts different audiences, leads, and conversion rates.
Also Read: Top B2B Marketing Pitfalls that CMOs Should Avoid for an Efficient Marketing Funnel
CMOs tend to overlook monitoring the success rates from a content marketing perspective; rather, they focus on channel performance.
Tracking the performance through a content perspective will help businesses understand the topics that influence prospective customers. CMOs can evolve their B2B content marketing strategies based on these B2B marketing metrics to help the enterprise create a positive influence on the target audience.
Implement content-centric KPIs to each topic
Enterprises need to implement three crucial metrics to evaluate the marketing performance, evolve strategies and increase the revenue generated. CMOs should evaluate their content marketing strategies based on their visits, lead rate, and customer acquisition rate. Once the business sets a content niche to attract and acquire customers, they can implement all of these B2B marketing metrics to understand which one works best for them to gauge the marketing success. Calculating user visits per content topic will help businesses to evolve their presales content strategy.
A few enterprises lack the ability to gauge the traction gained by the content topics. Leveraging Google analytics will help businesses to track the overall traction of the content to improve campaign performance. B2B enterprises that generate a huge volume of organic traffic should be able to get a clear picture of the total traffic and what the majority of it is organic.
Also Read: Challenges of Internet of Things (IoT) in B2B Marketing
Marketing teams tend to overlook B2B marketing metrics calculating Lead-rate and volume per content topic. However, it is crucial to set KPIs to track how many leads are generated by what content strategy. Making strategic changes to the B2B content marketing strategy with topics that generate higher leads will enable businesses to create a quality sales pipeline. CMOs can customize their Customer Relationship Management (CRM) reports to get real-time insights to understand which topics are generating the most high-quality leads.
Another significant B2B marketing metric that CMOs tend to overlook is calculating Customer-rate and volume per content topic. Just generating leads will not help businesses to scale; they need to have a clear understanding of how many of them are being converted to customers. Enterprises need to track what B2B content marketing approaches are, enabling businesses to improve their conversion rates. Business leaders need to evaluate their CRM data to determine the customer acquisition rate per content strategy.
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