What are the right KPIs for the right part of the Marketing Funnel?
In the dynamic world of B2B marketing, tracking the right Key Performance Indicators (KPIs) is crucial for measuring success and optimizing strategies. Let’s delve into some essential KPIs at different stages of the marketing funnel:
Top of the Funnel (TOFU):
Website Traffic: Monitor the number of visitors to your website. It reflects brand awareness and initial interest.
Organic Search Traffic: Understand how well your content ranks in search engines organically.
Social Media Engagement: Track likes, shares, comments, and overall engagement on social platforms.
Content Downloads: Measure the effectiveness of your top-of-funnel content (e.g., whitepapers, e-books).
Middle of the Funnel (MOFU):
Marketing Qualified Leads (MQLs): These are prospects who have shown interest and are likely to convert.
Conversion Rate: Calculate the percentage of MQLs that become actual leads or subscribers.
Cost per Lead (CPL): Assess the efficiency of lead generation efforts.
Email Open Rate: Gauge the effectiveness of email campaigns.
Webinar Registrations: If you host webinars, track registrations.
Bottom of the Funnel (BOFU):
Sales Qualified Leads (SQLs): These are MQLs that meet specific criteria and are ready for sales engagement.
Opportunities Created: Measure the number of potential deals in the pipeline.
Customer Acquisition Cost (CAC): Understand how much it costs to acquire a new customer.
Customer Lifetime Value (CLV): Assess the long-term value of a customer.
Conversion Rate from SQL to Customer: Evaluate the effectiveness of closing deals.
Overall Impact on Revenue:
Return on Marketing Investment (ROMI): Calculate the return generated from marketing efforts.
Monthly Recurring Revenue (MRR): For subscription-based models, track recurring revenue.
Customer Retention Rate: Measure how well you retain existing customers.
At Market Lite, we help clients design and implement reports and dashboards that help them visualize the customer journey and create more personalized journeys for their prospects.
