docalytics marketing leader's checklist - is your team tracking these key metrics
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IS YOUR TEAM TRACKING THESE KEY METRICS?
MARKETING LEADER’S CHECKLIST
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 2
MARKETING LEADER’S CHECKLISTIS YOUR TEAM TRACKING THESE KEY METRICS?There is so much advice out there about how to track the ROI of your content marketing
efforts. You can find info for B2B, B2C, large companies, small companies, startups, financial
companies, healthcare companies, media companies, etc. Yet even with all of this information
available, only 27% of marketers feel they are tracking content utilization metrics effectively.
To help save you time scouring the internet for information on how to close the loop, we’ve
compiled a list of key metrics that you and your team should be tracking in order to achieve
your marketing goals. Whether you’re hoping to attract more leads, increase conversion or
delight your existing customers, you’ll need to stay focused on these key metrics in order to
optimize your efforts over time.
Take a minute and go through this checkilist with your team. Make sure someone is
accountable for tracking each of these things and discuss whether there are additional metrics
you should be measuring based on your specific business, product/service, or outreach
strategy.
“A little bird told them” isn’t an actionable answer when asking your team where prospects are learning
about your brand! Metrics & tracking are key to understanding.
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INCREASE BRAND &PRODUCT AWARENESS GOAL 1
Most marketers would like to increase awareness of their product/service and brand
throughout the marketplace. If this is a key objective for you and your team, you need to look
for trends in three key areas: website visits, social followers, and content consumption. These
metrics will help you think more critically about your messaging, website design and content
distribution in order to evolve and improve over time...
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics?
INCREASE BRAND &PRODUCT AWARENESS
CHECKLIST 1
WEBSITE TRAFFIC
Website visits
Time spent on site
Pages viewed each visit
Traffic sources
SOCIAL ENGAGEMENT
Followers / friends / likes
Shares & retweets
Reach
CONTENT CONSUMPTION
Blog visits & subscriptions
Video views & engagement
eBook / white paper / etc. downloads & engagement
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 4
It’s not enough for your team to launch campaigns and relax with their ”heads in the clouds.” They’ll need to utilize these key metrics to evaluate what’s working and recreate pieces that could capture
more, high-quality leads.
CAPTURE MORE,HIGH-QUALITY LEADS GOAL 2
If you already have a great awareness base, you might be focusing on making sure a good
portion of your audience can become qualified leads. Your team should be focused on
creating compelling offers with helpful emails, social posts (paid and organic), presentations
and more. So how do you track your success? Keep your eyes on a few key metrics...
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 5
CAPTURE MORE,HIGH-QUALITY LEADS
CHECKLIST 2
LEAD GENERATION METRICS
Form conversion rates from content, email, newsletter, etc
Email open rates & conversion offer click-through rates from nurturing and campaigns
Number of outbound emails as part of offers & nurturing campaigns
PPC & sponsored post spend & click-through
Conversion from social posts & shares
Webinar / presentation / event attendance
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 6
To keep your revenue ”growing like bamboo” your marketing team will have to hand off a high number of
marketing-qualified leads to your sales teams each month.
CONVERT MORELEADS INTO SALES GOAL 3
Once you have a healthy number of leads in your pipeline,
you’re probably thinking about how to push them down the
funnel in order to hand off highest number of highly qualified
leads for sales. Hopefully, you’ve created content to educate
and inform each of your buyer personas in each stage of the
buying process and are leveraging that content to nurture leads
down the funnel. Once you have that in place, you’ll need to
track the following metrics in order to evaluate and improve
your lead nurturing tactics...
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 7
CONVERT MORELEADS INTO SALES
CHECKLIST 3
LEAD CONVERSION METRICS
Lead time in various funnel stages - how long it takes prospects to go from top to
middle to bottom
Number of touchpoints at each funnel stage
Number of “inroads” for each persona/stage - how many places can a new lead go to
get into your pipeline and be nurtured?
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 8
Your team must have a ”deep rooted” understanding of how each of your customers is using your product to
clearly predict and prevent churn.
BUILD CUSTOMERLOYALTY & RETENTION GOAL 4
You have worked hard to build a large audience, nurture
quality leads and close a lot of sales. Congratulations!
Unfortunately, your work can’t stop here. If you want to
delight your customers and keep them coming back for
more (who doesn’t?), you need to create and maintain a
smart content marketing strategy for this unique portion of
your audience. Once you have a strategy in place, evaluate
and tweak it using the following metrics…
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 9
BUILD CUSTOMERLOYALTY & RETENTION
CHECKLIST 4
CUSTOMER LOYALTY METRICS
Social sharing / conversation among customers
Newsletter subscribers
Email forward rates
Product engagement measurements including logins, emails received, interactions, etc.
Community interaction on forums, knowledge bases, etc.
Marketing Leader’s Checklist - Is Your Team Tracking These Key Metrics? 10
About Docalytics
GOT IT?Do you need additional clarification on these metrics? Are you wondering what tools are available to help you and your team track these key data points? Here are some additional resources to help you learn more:
- eBook: Tracking Marketing Effectiveness: 3 Critical Content Metrics- eBook: A Field Guide to the Four Types of Content Marketing Metrics- Blog Post: 53 Actionable Content Marketing Metrics- Infographic: How Marketers Are Measuring Content
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Docalytics’ powerful cross-platform technology allows customers to track user interaction with documents and sales collateral such as whitepapers, eBooks, case studies, presentations, sell sheets and other documents.
Docalytics empowers businesses to produce better content, get more sales-ready prospects and prioritize sales outreach.
For the first time your sales and marketing teams will be able to track exactly how prospective customers engage with your content - while more efficiently capturing lead data as a prospective customer engages with the document versus having to capture everything upfront before a visitor can determine the relevancy of the content.
For more information visit www.docalytics.com
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