10 Nirvana has arrived. Here are 10 full-funnel metrics to prove your contribution to the business – and let sales know how well you support them.

Marketing Metrics You Need to Know

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10 Metrics Every Marketer Needs to Know

Marketers. Great news. You now have the real data to help make smarter investment decisions – and inform the C-suite.

You can use actual information to prove contribution to the

business, recommend improved processes, and find

opportunities where certain channels deliver better leads than

others. There’s also the opportunity to close the gap between

marketing and sales and improve acquisition and retention

efficiency – as well as enhance the customer experience.

So take a quick look – and get help if you need to

change your approach or tools to have access to this type

of information – and advance your marketing game to the

next level.

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10 Metrics Every Marketer Needs to Know

1 Leads Waterfall

Imagine knowing every day whether you

were on track to meet your leads goals for the

month, or not.

It gives you a chance to catch yourself as

your month progresses while you have time to

react and resolve. And you get to give the

business some predictability, the best friend of

any business.

Plus, you’ll now have monthly leads goals.

We suggest working these out with sales, so

you are I agreement – and working together

like never before.

“Now you’re

telling sales

how the

funnel looks,

and what the

marketing

effort is

delivering.”

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10 Metrics Every Marketer Needs to Know

2 Traffic Waterfall

This is the same concept as the Leads Waterfall except

for website traffic. You probably already have this with your

Google Analytics, but take a closer look. Think in terms of

people, not just page views. Who are they?

What channels are the using? What is their website

journey? And are there enough of them given your

conversion ratios?

3 Average Lead Close Rate

This is where some rubber hits the road. Do you or your

sales team even know the average rate at which your leads

close? You must because it helps monitor the quality of your

lead generation channels, content, and in deed your sales

team. Now there’s a metric you can use.

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10 Metrics Every Marketer Needs to Know

4 Leads Per Channel

Every channel will deliver differently in terms of volume,

type of people and likelihood of converting. For example, even

attendees may spend a lot of sales time and never convert,

while social followers may be your best ‘salespeople’ in terms of

referrals that close.

You probably also want to have a goal of x number of leads

per channel – and refine that over time to measure your ROI per

channel (another great metric we can discuss later).

This metric is also a great tool to provide incentives to your

marketing teams – and even measure you’re the effectiveness

and ROI of your agencies.

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10 Metrics Every Marketer Needs to Know

5 Close-Rate Per Channel

Related to metric 4, you need to know which channels work

best in terms of real customer acquisition.

Maybe SEO is your best volume-producing lead generation

channel for your business, and social media is one of your

smallest.

However, regardless of lead volume, it's possible that social

is driving more customers for your business!

That high close rate is also a very strong indicator of the

quality of those leads coming from that channel.

In other words, do more on that channel! It's your sweet

spot.

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10 Metrics Every Marketer Needs to Know

6 Leads Generated Per Offer

One great use of content, particularly premium or long-form

content, is to gate it behind a landing page to encourage your

visitors to fill out a form.

That content is often called an offer, because it's what you

are offering on that landing page. Track that offer through the

funnel to see your downloads, and conversion ratio’s to leads

and sales.

It will help you determine how effective different types of

offer content are to your marketing efforts and revenue

outcomes.

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10 Metrics Every Marketer Needs to Know

7 CTA Click-Through Rate

Our direct marketing background has

us all over CTAs (calls-to-actions). I know,

sounds boring. But, just consider, these

are the the mini "ads" that drive people to

your website/brand/content in the first

place.

By monitoring your call-to-action click-

through rate, or the rate at which people

visit a page and then click on the page's

CTA, you'll be able to understand how

valuable that offer is to incoming traffic.

It's also important to note that

sometimes, a CTA's performance can be

optimised simply by updating the CTA

itself.

So it's wise to test CTA variations like

colour, text, and position before you decide

to change your entire content strategy.

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10 Metrics Every Marketer Needs to Know

8 Traffic-Driving Keywords

Here is one of the most important metrics a marketer

can measure today – because it directly relates to traffic, and

lead generation – at almost no cost to the business.

Review how well your relevant keywords are performing

in search, not necessarily in terms of rank (although

important), but also in terms of the quality and conversion

rate of the traffic that it’s generating.

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10 Metrics Every Marketer Needs to Know

A Quick Note on MQLs

An MQL (Marketing Qualified Lead) is a lead that is

ready to be passed, and accepted, to Sales. You and

sales get to determine what makes up an MQL, from

filling out a form, to visiting your website five times,

downloading a specific document etc., and visiting your

product page.

This is up to you and determined in a Lead

Qualification Workshop.

The point is to know what leads are the most sales-

ready so you are passing only the right ones to your

sales team. Otherwise they go back to ignoring your

leads – and that is not where your future resides.

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10 Metrics Every Marketer Needs to Know

9 MQLs Per Channel Per Month

It would also be great to know if a particular channel is a

strong source of MQLs for your business. How many MQLs

do you get from your blog versus email marketing? Maybe

you'll learn that one channel is a better source for generating

newer leads who are still getting to know your business, but

another is great for nurturing to the MQL stage. This metric

would help you determine that. Now that we understand what

MQLs are, this is easy! How many of these MQLs are you

generating month over month?

Is it increasing? This is a good metric to know if you're

helping your leads get to the "marketing qualified" stage via

nurturing and more sales-driven content. You could also look

at this metric more closely by evaluating average MQLs per

business day.

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10 Metrics Every Marketer Needs to Know

10 MQL-Lead Conversion Rates

You are generating prospects on your website and nurturing

them through the funnel with ongoing connections including

texts, emails, content offers, invitations, and maybe telephone.

This process is likely different depending on the profile of

your lead, and determined in your Lead Management

Workshop.

Next question, are your leads making their way to MQL

status at the speed and percentage rates you need?

Too many leads and not enough MQLs will encourage you

to look at your nurturing program and MOF (Middle Of Funnel)

offers, and is a rate you want to grow.

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10 Metrics Every Marketer Needs to Know

We Build HubSpot Websites And the inbound content & campaigns to help you generate more sales-ready leads online.

Alex InBound Marketing evolved from the previously named Tolemy Communications. Over the years, we have had the pleasure to create websites plus a range of integrated content and campaigns for many leading global and Australian brands. We understand strategy, know how to manage and deliver projects to time and budget, and can help manage multiple stakeholders. We are serious about what we do - and we love it.

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